Advertising and Word of Mouth

EG 1: 20% of WOM is stimulated by Advertising. Influencers are 3x as likely to talk about ads.

WOM varies by category: highest is entertainment/movies, technology, personal care & beauty. Least: Health/healthcare

EG 2. Ad-influenced WOM is about 20% more likely to include active recommendations to try/buy product.


The rise of wom does not portend “the end of advertising.”

The target for advertising needs to change (influencer-based media plans)

Messaging might need to change (from persuasion, targeted to prospects, to messages that foster brand advocacy, targeted to current customers).

Question: do you break out your results by social network users? We find that people who are conversation catalysts participate online and offline. They’re people who like the social interaction.

Is there a difference between offline and online wom? Online wom – about 1/2 of it is teenagers. From a marketing standpoint, need to keep that in mind.

Distribution of wom conversations by channel? 75% is face to face; 15% is phone; 3% texting; 3% email; 1% chat rooms. About 3.5 billion brand conversations per day.


3 Responses to “Advertising and Word of Mouth”

  1. 1 Jochen Siegle June 1, 2009 at 6:57 am

    re: “The target for advertising needs to change (influencer-based media plans)” … mhm, i seriously wonder: what’s a (good example) for an influencer-based media plan …? any clues?

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