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.

Implications:

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.

Advertisements

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?

  2. 2 Singapore search engine optimization December 30, 2012 at 11:19 pm

    If you would like to get a good deal from this
    post then you have to apply these methods to your won webpage.

  3. 3 bail bonds orlando fl June 19, 2013 at 1:52 pm

    Thank you for any other informative site. The place else
    may just I am getting that type of info written in such
    an ideal means? I have a undertaking that I am simply now
    working on, and I have been on the glance out for such
    information.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s





%d bloggers like this: