word of mouth

Millennials Mostly Talk About Brands Offline. Which Media Drive Their WM Impressions?

source: http://www.marketingcharts.com/traditional/millennials-mostly-talk-about-brands-offline-which-media-drive-their-w-o-m-impressions-46011/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

KellerFay-Media-Marketing-References-in-Brand-W-O-M-Sept2014Online recommendations might be as influential as in-person ones, but the vast majority of word-of-mouth (W-O-M) impressions about brands occur offline, at least among Millennials (18-34). That’s according to new figures released by the Keller Fay Grou! p, which show that some 84% of Millennials’ word-of-mouth impressions about brands take place offline – with 71% the result of face-to-face conversations (versus just 3% over social media). So which media and marketing content are spurring these conversations? › Continue reading

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Thursday, September 18th, 2014 Uncategorized No Comments

How Are Enterprises Using Social Marketing

source: http://www.marketingcharts.com/online/how-are-enterprises-using-social-marketing-and-where-are-they-seeing-the-best-results-46043/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

SpredfastForresterConsulting-Enterprise-Use-Social-Marketing-Sept20147 in 10 senior leaders managing or overseeing digital or social marketing at enterprise (at least $1 billion in revenues) companies in the US and Western Europe say that senior management believes in the value of social marketing, reports Spredfast [download page] in a new study conducted by Forrester Consulting. With roughly two-thirds of respondents indicating that social marketing is prioritized at their organization and that it’s! integra ted with broader marketing efforts, it’s safe to say that enterprises are paying attention to social marketing. › Continue reading

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Thursday, September 18th, 2014 news No Comments

Which Types of Brand Communications Most Influence Purchase Decisions?

source: http://www.marketingcharts.com/traditional/which-types-of-brand-communications-most-influence-purchase-decisions-45853/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Epsilon-Consumers-Most-Influential-Communication-Types-Sept2014There’s no substitute for relevance, as numerous studies attest, and new research from Epsilon and Wylei Research finds yet again that communications containing relevant information and offers are most likely to impact consumers’ purchase decisions. The data indicates that communications including personal information are significantly influential; while discounts may fuel email-driven purchases, this new study shows that those promotions need to be relevant in order to have an impact. › Continue reading

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Thursday, September 11th, 2014 news No Comments

Top Sources of OTC Information, by Generation

source: http://www.marketingcharts.com/traditional/top-otc-info-sources-by-generation-45494/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

AccentHealth-Top-Sources-OTC-Info-by-Generation-Aug2014Source: AccentHealth [pdf]

    Notes: Family and friends are a much larger source of OTC information for Millennials (18-34) than for Gen Xers (35-49) and Baby Boomers (50+), per the study, with word-of-mouth rivaling healthcare practitioners as a resource for the younger generation. By contrast, Baby Boomers – who are the most apt to use OTC drugs – are more likely to rely on product advertising, a result which aligns with prior research on purchase influencers by generation. Overall, healthcare practitioners are the most trusted source of OTC information for each generation.

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    Tuesday, September 2nd, 2014 news No Comments

    College Students

    source: http://www.marketingcharts.com/traditional/college-students-purchase-influencers-and-favorite-splurge-categories-45489/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

    Fluent-Undergrad-Back-to-School-Purchase-Influencers-Aug2014Undergraduate students are less likely to rely on brand advertising than word-of-mouth when it comes to their purchase decisions, finds a new survey from Fluent. The study, fielded among more than 1,400 undergraduate students, also finds that online coupons have a significant effect on back-to-school shopping decisions. And for all the popularity of visual-sharing social media, these channels don’t have much of a stated influence. › Continue reading

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    Tuesday, September 2nd, 2014 news No Comments

    Digital Coupons Build Loyalty and Drive WM, Say Users

    source: http://www.marketingcharts.com/online/digital-coupons-loyalty-w-o-m-44802/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

    RetailMeNotForrester-Digital-Coupons-Positive-Brand-Effects-Aug2014When it comes to the types of digital promotions most likely to influence purchase decisions, coupons beat out sales and daily deal vouchers by a wide margin, according to [pdf] a survey of 500 US consumers who used a digital coupon, offer, or online promotion code in the prior 3 months. The study, conducted by Forrester Consulting on behalf of RetailMeNot, also finds consumers professing to word-of-mouth and loyalty benefits for brands offering online coupons or promotion codes. › Continue reading

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    Tuesday, August 12th, 2014 Uncategorized No Comments

    drag2share: CHART OF THE DAY: The Real Threat To Yelp Isn’t Google…

    source: http://feedproxy.google.com/~r/businessinsider/~3/LPCPVkZLOAs/chart-of-the-day-the-real-threat-to-yelp-isnt-google-2014-7

    Yelp and Google have been locked in a battle for years. Yelp relies on Google search results for a large portion of its traffic. Any tweak to Google’s search algorithm could hurt Yelp’s business. Plus, Google has tried to create its own alternative to Yelp through Google+. It also owns Google Maps, which is increasingly the way people search for businesses. 

    While Google is a formidable rival, Yelp should also keep its eye on Facebook which has also plans to take over local recommendations. This chart from Statista based on a report from Accent Marketing shows Facebook is the second most popular way to learn about local businesses after word of mouth. It’s ahead of Yelp. It makes sense since Facebook is a digital form of word of mouth. But, that’s not good for Yelp, which will have to fend off both Google and Facebook.

    2014_07_15_Recommendations


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    Thursday, July 17th, 2014 news No Comments

    Consumers Increasingly Reading, Trusting Online Customer Reviews for Local Businesses

    source: http://www.marketingcharts.com/wp/online/consumers-increasingly-reading-trusting-online-customer-reviews-for-local-businesses-43855/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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    BrightLocal-Trust-in-Online-Customer-Reviews-July2014
    Meanwhile, asked if they trust online customer reviews as much as personal recommendations, respondents answered as follows:

    • 32% (up from 25% last year) indicated that they do, if there are multiple customer reviews to read;
    • 30% (flat from last year) indicated that they do, if they believe the reviews are authentic;
    • 26% (up from 24% last year) indicated that they do, for some types of business, no for others; and
    • Just 13% (down from 21% last year) indicated that they do not.

    With the most common answer being that they do trust online reviews as much as personal recommendations if there are multiple customer reviews to read, it’s interesting to note that two-thirds of respondents need! to read up to 6 reviews before they feel that they can trust the business.

    Also of note: 92% of respondents will use a local business if it has a 4-star rating; 72% if it has a 3-star rating; but just 27% if it has a 2-star rating.

    Turning to business types, the survey of 2,104 consumers (90% in the US; 10% in Canada) reveals that:

    • Restaurants and cafes are the business type that have been searched for by the largest proportion (58%) of respondents during the past 12 months, followed by doctors/dentists (38%), general shops (36%) and clothes shops (34%);
    • The largest share (56%) of respondents have read online customer reviews for restaurants and cafes, with hotels and B&Bs (35%) and doctors and dentists (35%) next; and
    • Reputation matters the most for doctors and dentists (47%) and for restaurants and cafes (46%).

    In terms of reputation, the study indicates that the most important of 7 identified traits when selecting a local business to use is reliability (27%), with expertise (21%) and professionalism (18%) next-most important.

    Finally, some 61% have recommended a local business to people they know via word-of-mouth, with Facebook (38%) the next-most popular recommendation method.

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    Wednesday, July 9th, 2014 news No Comments

    Marketers’ Most Effective Word of Mouth Tactics

    source: http://www.marketingcharts.com/wp/traditional/marketers-most-effective-word-of-mouth-tactics-42250/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

    WOMMAAMA-Satisfaction-W-O-M-Social-Tactics-Apr2014About 9 in 10 marketers indicate that difficulty measuring offline word-of-mouth (W-O-M) marketing is an obstacle in pursuing a W-O-M strategy at their companies, and 8 in 10 concur with respect to difficulties measuring online social media marketing, according to full results from a survey by the Word of Mouth Marketing Association (WOMMA) and the American Marketing Association (AMA). Despite that, 2 in 3 believe that W-O-M is more effective than traditional marketing – and at least 7 in 10 are satisfied with a variety of tactics they’re using.

    The survey measured usage of 19 word-of-mouth (WOM) and social media tactics, finding a broad range of adoption. At the top end, some 92% have experience with (82%) or are considering (10%) building and managing social media pages and profiles, while at the low end, only one-third have experience (13%) or are considering (20%) using agents for sampling.

    For the most part, social media marketing tactics are being used by more respondents than offline W-O-M tactics; the researchers note that tactics that “delegate responsibility to consumers” are among the least-used, such as engaging fans in product development (16% with experience) and engaging fans in product development (26% with experience).

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    Tuesday, April 29th, 2014 digital No Comments

    Marketers

    source: http://www.marketingcharts.com/wp/traditional/marketers-most-effective-word-of-mouth-tactics-42250/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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    The survey measured usage of 19 word-of-mouth (WOM) and social media tactics, finding a broad range of adoption. At the top end, some 92% have experience with (82%) or are considering (10%) building and managing social media pages and profiles, while at the low end, only one-third have experience (13%) or are considering (20%) using agents for sampling.

    For the most part, social media marketing tactics are being used by more respondents than offline W-O-M tactics; the researchers note that tactics that “delegate responsibility to consumers” are among the least-used, such as engaging fans in product development (16% with experience) and engaging fans in product development (26% with experience).

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    Monday, April 28th, 2014 Uncategorized No Comments

    Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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