What’s the Biggest Online Source to Drive Word of Mouth? The Answer Might Surprise You.
With the meteoric rise of social networking, marketers can be forgiven for thinking that word of mouth equals social media. This is wrong on two counts. Firstly, the overwhelming majority of word of mouth still occurs offline, not online. This is not an indictment of social media, but rather a reflection of just how large the volume of face-to-face word of mouth is. Because offline WOM is harder to measure, it’s often discounted. But that’s a mistake. There are important planning and . More >
The Emotions That Spark Word of Mouth
In his keynote speech to the Advertising Research Foundation’s recent media conference, New York Times columnist David Brooks talked about key themes from his new book, The Social Animal, that relate to marketing. He told the audience of nearly 700 that he believes the primacy of emotion is one of the three most important “foundations” coming out of scientific inquiry in the fields of neuroscience and psychology. “Emotions are central to how we think and to the wiring of the fibers of . More >
Word of Mouth’s Role in Driving Sales
Brad Fay presented at the ARF AM 6.0 conference on Monday, June 13, 2011, with Greg Pharo of AT&T and Matt Sato of Accenture. Click here to view the presentation.
Ed Keller and Emily Vanides of MediaVest presented at the ARF AM 6.0 conference on June 13, 2011. Click here to see the presentation.
Supercharging the Path to Purchase Via Word of Mouth
How do we know word of mouth drives sales? An important answer to this question comes from a new study that demonstrates the increasing importance of word of mouth as consumers get closer to making a purchase decision. Word of mouth advocacy has become a central objective for most marketers, and positive “WOM” is increasingly understood to be a leading contributor, ultimately, to sales. Separately, marketers and media planners use the concept of a “purchase funnel,” or “path . More >
Tech talk needs to keep it real
We know that consumers the world over – and we really do mean the whole world these days – love to talk about new technology and technology brands. Long gone are the days when tech talk was limited to enthusiasts waxing lyrical, plus nervous forays from more mainstream consumers making a big-ticket purchase. Many would regard the launch of the Apple Mac as the turning point – but we must remember that much of the word of mouth was stimulated by that commercial and other intensive marketing . More >
MMC Introduces the Influencer-Hers
One of our specialties at Keller Fay is influencer marketing. In fact, Brad Fay was a panelist just last week on two separate events in Chicago where he talked about influencers: The School of WOM conference from the Word of Mouth Marketing Association (#womma), and the Digital Day sponsored by the Wall Street Journal (#wsjdd). We are pleased to announce our most current research, undertaken on behalf of Marina Maher Communications, a leading PR firm specializing in women and working on behalf of . More >
Keller Fay names ex-colleague Thomson as UK lead
UK – Keller Fay Group, a US-based word-of-mouth research and consulting firm, has opened an office in the UK headed by Steve Thomson. Thomson previously worked with Ed Keller and Brad Fay at Roper ASW, which was later bought by GfK NOP. More recently Thomson was a director of the Ipsos consumer goods practice. He said: “Word-of-mouth is hugely important to marketers, and Keller Fay is pre-eminent in the field. I’m excited to be leading Keller Fay’s expansion into Europe, . More >
Keller Fay Group Opens UK Office
May, 2011, London – The Keller Fay Group, a market research consultancy focused on word of mouth (WOM) marketing, announces the opening of its UK office in London. This follows Keller Fay’s inaugural TalkTrack® Britain study conducted in 2010, which showed Britons to be highly engaged in word of mouth about brands and products, the vast majority of which is offline. Keller Fay also worked with the IPA in 2010 to introduce word of mouth measurement into TouchPoints3. TalkTrack® Britain . More >
What Britain Talks About, and Where They Talk About It
Yes, the weather, football, and – in recent days at least – the Royal Family. But, through Keller Fay Research, we know that most Brits like to talk about the products and services they use, and the brands they love and hate. Social media is facilitating many of these conversations, of course, but word of mouth (WOM) about brands is as old as branding itself, and it has not gone away as a primary medium of conversation. So in the UK (like the US and most probably other countries), . More >