Learn more about WOMMA and how
                               we can help you improve your word
                          ...
Influencing the Influencers:
    How Marketers can use Online Media and
      Advertising to Impact Word of Mouth
        ...
Who Is DoubleClick?



• Leader in digital ad technology services
      Ad serving
  •
      Rich media
  •
      Video
  ...
Touchpoints study framework: understanding the
           purchase decision cycle




                         • 15 produc...
Influencing the Influencers:
              Key Conclusions


• Influencers cite web ads as key
  shopping aid

• Influence...
How we defined ‘Influencers’


• I am an expert in certain areas (such as because of my work,
  hobbies or interests)

• P...
Websites, stores and word of mouth lead
                                   key influencers

                              ...
Corporate sites account for half of what kind of
                                 websites influence most

               ...
Auto influencers value manufacture and review
          sites; comparison and blogs not so much

                         ...
For influencers, websites and web ads
                                  much more important

                             ...
Influencers research, make informed buys

                                                                                ...
For telecom products, WOM is key channel
                                                     of influence

              ...
Consumer electronics buyers do research online,
                                in stores and with friends

              ...
Movie goers watch the little screen


                                                                                    ...
For consumer packaged goods, WOM follows only
                                store shelves for influence

               ...
Doctors and pharmacists overwhelmingly
                                            dominate pharmaceutical influence


   ...
Automotive influencers rely more on web
                             than dealership for research

                       ...
Influencer air travelers rely more on websites, web
                                ads, search, print ads; less so TV


 ...
Influencers engage with ads but want control

   Question: Please indicate how often you take the following actions with r...
Influencers recognize value in ads

   Question: For each of the following statements, please indicate how strongly you ag...
Influencers love all media,
                                       especially the Internet
                               ...
Influencers embrace emerging media

                                                          Question: Please indicate ho...
Conclusions


• Design ads for detail, not just
  awareness

• Learn how influencers are different

• Sell through prospec...
Thank You
  Rick Bruner
  Director of Research and
   Industry Relations
  rbruner@doubleclick.net
  212 381-5521




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WoM: Influencing the Influencers - How Marketers can use Online Media and Advertising to Impact Word of Mouth

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WoM: Influencing the Influencers - How Marketers can use Online Media and Advertising to Impact Word of Mouth

  1. 1. Learn more about WOMMA and how we can help you improve your word of mouth marketing program at www.womma.org. This presentation is from: (c) 2006 Word of Mouth Marketing Association. You may share this presentation if it is not altered in any way.
  2. 2. Influencing the Influencers: How Marketers can use Online Media and Advertising to Impact Word of Mouth A DoubleClick Touchpoints IV report Rick E. Bruner Director of Research and Industry Relations
  3. 3. Who Is DoubleClick? • Leader in digital ad technology services Ad serving • Rich media • Video • Search marketing • • 21 offices worldwide • 1,000 employees • Hundreds of customers Slide 3
  4. 4. Touchpoints study framework: understanding the purchase decision cycle • 15 product categories Awareness • Key phases of purchase cycle Learning • Influencers • Emerging media Decision • Ad attitudes • UK, Germany, France Slide 4
  5. 5. Influencing the Influencers: Key Conclusions • Influencers cite web ads as key shopping aid • Influencer behavior varies by product category • Influencers are ad savvy • Influencers love digital media Slide 5
  6. 6. How we defined ‘Influencers’ • I am an expert in certain areas (such as because of my work, hobbies or interests) • People often ask my advice about purchases on subjects on which I am knowledgeable • When I find a new product I like, I often recommend it to friends • I have a large social circle and am often referring people to one another based on their interests • I am active online with things such as blogs, social network sites, email discussion groups, online community boards and so on Slide 6
  7. 7. Websites, stores and word of mouth lead key influencers Which of the following most influenced your decision to purchase this product? (Choose one) 18% % of respondents 15% 14% 11% 6% 4% 3% 3% 3% 3% 3% 2% 0% 0% 0% Telemarketing Mag/Newsp. Ad Category Influencer Email Newsl. TV Ad Mail/Catalog News/Ent. Media Outdoor Ad Search Engine Word of Mouth Radio Ad Sales Person Web Ad Saw in Store Website Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121 Slide 7
  8. 8. Corporate sites account for half of what kind of websites influence most MOST INFLUENCED: Which best describes the type of website? (Choose one) 48% % of respondents 16% 9% 5% 5% 4% 4% 3% 2% 2% 1% 0% Don't Remember Online Auction Community site Comparative site E-com Site Blog Other Portal Corp. site UGC review site News site Pro review site Source: DoubleClick Touchpoints IV, 2006; respondents who cited “web sites” for “most influence,” N=1,203 Slide 8
  9. 9. Auto influencers value manufacture and review sites; comparison and blogs not so much Which best describes the type of website? 60% Influencers 50% % of respondents Non-influencers 40% 30% 20% 10% 0% Community site Consumer review Manufacture's site Comparison site Auction Auto store site Blog News Site Portal Pro review Source: DoubleClick Touchpoints IV, 2006; Auto Buyers who cited “website” as influence Influencers, N=57; Non-influencers, N=223 Slide 9
  10. 10. For influencers, websites and web ads much more important How did you further learn about the product you purchased? 40% % of respondents 35% Influencer 30% 25% Non-Influencer 20% 15% 10% 5% 0% Telemarketing Mag/Newsp. Ad Category Influencer Email Newsl. None of the Above TV Ad Search Engine News/Ent. Media Outdoor Ad Mail/Catalog Word of Mouth Radio Ad Web Ad Sales Person Saw in Store Website Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121; Influencers, N=1041; Non-influencers, N=5,080 Slide 10
  11. 11. Influencers research, make informed buys Which of the following most influenced your decision to buy the product you purchased? 25% Influencer % of respondents 20% 15% Non-Influencer 10% 5% 0% Telemarketing Mag/Newsp. Ad Category Influencer Email Newsl. TV Ad News/Ent. Media Outdoor Ad Search Engine Mail/Catalog Word of Mouth Radio Ad Sales Person Web Ad Saw in Store Website Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121; Influencers, N=1041; Non-influencers, N=5,080 Slide 11
  12. 12. For telecom products, WOM is key channel of influence Which of the following most influenced your decision to make this telecommunications service purchase? 23% 18% % of respondents 16% 10% 3% 3% 2% 2% 2% 2% 1% 0% 0% 0% 0% Category Influencer Email Newsletter Mag./Newspaper Ad Saw in Store News/Ent. Media TV Ad Web Ad Radio Ad Telemarketing Word Of Mouth Website Search Engine Postal Ad Billboard Sales Person Source: DoubleClick Touchpoints IV, 2006; Telecommunications Products Buyers, N=469 Slide 12
  13. 13. Consumer electronics buyers do research online, in stores and with friends Which of the following most influenced your decision to make this electronics brand or product purchase? 23% 22% 18% % of respondents 8% 6% 4% 2% 2% 2% 1% 0% 0% 0% 0% 0% Email Newsletter Mag./Newsp. Ad Saw in Store News/Ent. Media TV Ad Website Word of Mouth Sales Person Web Ad Postal Ad Billboard Radio Ad Telemarketing Elec. Consultant Search Engine Source: DoubleClick Touchpoints IV, 2006; Consumer Electronics Buyers, N=483 Slide 13
  14. 14. Movie goers watch the little screen Which of the following most influenced your decision to see this movie? 19% % of respondents 17% 15% 14% 13% 3% 1% 0% 0% 0% 0% 0% 0% 0% 0% Telemarketing Mag./Newspaper Ad Promo in Theater Email Newsletter TV Ad News/Ent. Media Billboard Search Engine Ticket Clerk Radio Ad Postal Ad Word Of Mouth Web Ad Movie Critic Website Source: DoubleClick Touchpoints IV, 2006; Movie Ticket Buyers, N=463 Slide 14
  15. 15. For consumer packaged goods, WOM follows only store shelves for influence Which of the following most influenced your decision to purchase this product? 27% % of respondents 18% 12% 9% 8% 4% 3% 2% 2% 1% 1% 1% 1% 0% 0% Category Influencer Email Newsletter Mag./Newspaper Ad News/Ent. Media Saw in Store TV Ad Web Ad Radio Ad Website Postal Ad Word Of Mouth Sales Person Telemarketing Billboard Search Engine Source: DoubleClick Touchpoints IV, 2006; Personal Household Care Products Buyers, N=504 Slide 15
  16. 16. Doctors and pharmacists overwhelmingly dominate pharmaceutical influence Which of the following most influenced your decision to purchase this prescription drug? 91% % of respondents 2% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Telemarketing Mag./Newspaper Ad Email Newsletter TV Ad News/Ent. Media Billboard Search Engine Dr. or Pharmasist Postal Ad Radio Ad Word Of Mouth Web Ad Sales Person Saw in Store Website Source: DoubleClick Touchpoints IV, 2006; Prescription Drugs Buyers, N=471 Slide 16
  17. 17. Automotive influencers rely more on web than dealership for research How did you further learn about the car model you purchased? 50% % of respondents Influencer 40% 30% Non-Influencer 20% 10% 0% Telemarketing Mag/Newsp. Ad Email Newsl. TV Ad Search Engine Outdoor Ad News/Ent. Media Mail/Catalog Word of Mouth Radio Ad Dealership Sales Person Web Ad Saw on Street Website Source: DoubleClick Touchpoints IV, 2006; Auto Buyers, N=458; Auto Influencers, N=81; Auto Non-influencers, N=377 Slide 17
  18. 18. Influencer air travelers rely more on websites, web ads, search, print ads; less so TV How did you further learn about the air offer you purchased? 50% Influencer % of respondents 40% Non-Influencer 30% 20% 10% 0% Telemarketing Mag/Newsp. Ad Email Newsl. Travel Agent TV Ad Search Engine Outdoor Ad News/Ent. Media Airline Rep Mail/Catalog Word of Mouth Radio Ad Airport Web Ad Website Source: DoubleClick Touchpoints IV, 2006; Air Ticket Buyers, N=464; Airline Influencers, N=62; Airline Non-influencers, N=402 Slide 18
  19. 19. Influencers engage with ads but want control Question: Please indicate how often you take the following actions with regard to advertising [Shown: “All the time” and “Frequently”] 67% Delete or clear web quot;cookiesquot; from my computer 57% 64% Do further Internet research as a result of seeing/hearing an ad on TV, the radio or in a magazine 44% 51% Discuss a product/service with a friend/family member after seeing an ad 35% 40% Use TiVo or other digital video recording device to fast-forward through ads 33% Influencers 30% Notice a web ad then checked out the product later in a physical store 18% 30% Notice a web ad, do not click Non-Influencers but visited the advertised site later 18% Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121; Influencers, N=1041; Non-influencers, N=5,080 Slide 19
  20. 20. Influencers recognize value in ads Question: For each of the following statements, please indicate how strongly you agree or disagree, where 1 means quot;strongly disagreequot; and 5 means quot;strongly agree.quot; [Shown: quot;agree stronglyquot; plus quot;agree moderatelyquot;] When I’m planning to buy a particular product or service, 76% I pay more attention to relevant advertising 63% I prefer ads when they have detailed information 69% about the product's benefits 53% I am grateful that a lot of the information and entertainment I enjoy 62% (such as TV, magazines, Internet) is cheaper or free 47% because of advertising sponsorship 53% Advertising often provides useful information for consumers 35% 41% I want advertisers to count how many times I've seen online ads so I don't see the same ones over and over 31% 30% I want online ads to learn about me and make themselves more relevant, like on Amazon 18% Influencer 21% I am likely to pay attention to ads in video format on web pages 11% Non-influencer 20% I dislike all forms of advertising 18% Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121; Influencers, N=1041; Non-influencers, N=5,080 Slide 20
  21. 21. Influencers love all media, especially the Internet Question: How much time would you estimate you spend with each of the following types of media? [Shown, highest category: 5+ hours per day] 39% Influencer Non-influencer 23% % of respondents 15% 11% 10% 8% 2% 1% 1% 1% Internet TV Radio Magazines Newspapers Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121; Influencers, N=1041; Non-influencers, N=5,080 Slide 21
  22. 22. Influencers embrace emerging media Question: Please indicate how often you use or do the following [Shown: quot;currently do this oftenquot; plus quot;currently do this sometimesquot;] 60% Influencers % of respondents 50% Non-Influencers 40% 30% 20% 10% 0% Handheld Email Handheld Video Handheld Games Vid on Demand Text Msging Handheld Web Video Online Online Games Download MP3s Podcasting Read Blogs Social Network MP3 Player Write Blog RSS Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121; Influencers, N=1041; Non-influencers, N=5,080 Slide 22
  23. 23. Conclusions • Design ads for detail, not just awareness • Learn how influencers are different • Sell through prospects, not just to them • Find influencers online and in emerging media Slide 23
  24. 24. Thank You Rick Bruner Director of Research and Industry Relations rbruner@doubleclick.net 212 381-5521 Slide 24

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