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?

Interestingly, 62% of brand conversations among Millennials reference some type of media and marketing content – a higher share than for all other adults (56%). While the top 3 media and marketing references in brand conversations are shared by both Millennials and all others, their roles differ. Not surprisingly, digital media acts as more of a W-O-M driver for Millennials than for other adults, referenced in 25% and 19% of impressions, respectively. (Of note, social media takes a backseat to brand websites and internet ads within the digital media category.)

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By: Dr. Augustine Fou Thursday, September 18th, 2014 Uncategorized

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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