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 evaluation implications that stem from this, and we have discussed them previously. The second problem with thinking WOM equals social media is that the role of the internet in word of mouth extends far, far beyond social networking sites like Facebook, Twitter, and FourSquare. The things people see
Google searches provide information for about 145 million brand conversations daily. That’s according to a word-of-mouth study from the Keller Fay Group, which pegs the number of conversations about brands that take place in the U.S. at more than 2.4 billion daily. Of those, more than half of consumers who are chatting up goods and services say they are likely to make a purchase based on the conversation. The Google-sponsored study of 3,000 adults across 12 categories set out to determine the influence of the Internet and search, and how media and marketing channels provided content through the entire process. For me, more often than not, face-to-face conversations about a current event or brand are followed up with a keyword search on an engine via the iPhone I always have
- Published in News & Events
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 the brain,” he said. At the same conference, I presented a paper with MediaVest’s Emily Vanides on the topic, “Conversation Triggers: Sparking Conversation with Advertising and Media.” Consistent with the point made by Brooks, our research shows that strong emotional content is key to people’s desire to pass
New research from Keller Fay and Google reveals new information on word of mouth and the Internet. Click here to see the video.
- Published in Insights
With the buzz surrounding word-of-mouth marketing on the rise, there has been a greater effort to track and analyze this phenomenon. At the ARF/Advertising Research Foundation’s Measurement 6.0 conference in New York on Monday, word-of-mouth research was high on the agenda. Evaluating and quantifying the dynamics of consumer conversations was the topic of a joint study conducted and presented by Ed Keller, CEO of Keller Fay Group and Emily Vanides, VP connections research and analytics at MediaVest. Their research was based on Keller Fay’s TalkTrack methodology that measures conversations online and offline. Using a diary-based survey program, respondents kept track of their conversations and later reported them in an online survey. Some of the findings were quite surprising. Positive experiences (75 percent) are more likely to generate word of mouth
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I’m certain I’m not alone in my thinking of social media as a platform to scale word of mouth (WOM) marketing. People participate in social media to interact with friends and like-minded strangers about things that interest them. Social media marketers engage their customers in ways that encourage them to spread the word. Viola! Everyone is talking about brands. Well, that may not be what’s happening. Compared to offline, there’s very little WOM being generated on social media. What’s going on and what does this mean for our social media strategies? This week’s The Advertising Research Foundation’s Audience Measurement 6.0 Symposium included a session on WOM with Ed Keller of Keller Fay Group and Emily Vanides of MediaVest. Conversation Triggers commenced with the accolades for WOM I expected. Vanides cited
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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.
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 to purchase,” as an organizing structure around which to craft messaging strategy. Despite advertisers’ intense focus both on word of mouth and on the path to purchase, there has been little focus on the relationship between these two “independent” marketing constructs: How does WOM dynamically change throughout the path to purchase? What
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 activity. Now, it’s queues outside the stores, the world’s media are ready to spread the word for you, and of course ‘ordinary’ consumers are spreading it even further and faster. For sure, the generation gap has not disappeared altogether – Keller Fay data
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