1) The study examined how word-of-mouth (WOM) changes throughout the consumer's path to purchase across six industries.
2) It found that WOM plays an increasing role closer to the point of purchase, with 36% of women having conversations during the narrowing or final decision stages.
3) The study also found that advertising plays a bigger role in consumers' decisions than they realize, as conversations about brands closer to purchase referenced things learned from advertising more. Television and internet advertising in particular drove more WOM at all stages compared to other paid media.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Supercharging the Path to Purchase: Using Word-of-Mouth to Drive More Consumers to Buy. The presentation looks at the effects of Word of Mouth advertising as it relates to female consumers. Presenters include Ed Keller-CEO of Keller Fay Group & Tony Cardinale-EVP, Brand Planning & Strategic Insights at NBC Universal.
The Power of C2C Recommendations for the Retail SectorRewardStream Inc
1) Recommendations have a strong influence on consumer purchase behavior, accounting for 40% of purchases across categories. Recommendations are most influential in the retail sector, where consumers primarily seek advice from friends and family.
2) A study by Keller Fay Group found that recommendations are influential at all stages of the purchase process but have the greatest impact when consumers are preparing to purchase. Advertising influence decreases as consumers progress through the purchase stages.
3) Two examples were given of companies capitalizing on word-of-mouth marketing. A large eTailer launched a referral program to acquire new customers through existing loyal customers. A family of baby brands piloted a member referral program to expand their online community. Both saw
The Power of C2C Recommendations for the Financial Services SectorRewardStream Inc
The document discusses the power of consumer-to-consumer recommendations, particularly in the financial services sector. It summarizes research from Keller Fay Group that found recommendations influence 40% of purchases across various categories, with over 80% of recommendations occurring face-to-face. Recommendations were also found to be evenly divided between solicited and unsolicited, and were shown to be the most influential factor for purchases compared to other information sources like advertisements, reviews, or articles.
Word of Mouth Marketing: The Stats, Strategies & Trends You Need to KnowBSI
This document summarizes key points about word-of-mouth marketing from a presentation given at the 2006 Marketing 2.0 Conference in Barcelona. It discusses five major consumer marketing trends, including increased consumer skepticism and control. It then explains why word-of-mouth is an important marketing tactic currently, noting that consumers highly trust recommendations from friends and family over other forms of advertising. Several studies and statistics are presented that quantify the influence of word-of-mouth recommendations on product purchases. The document concludes by suggesting word-of-mouth marketing could reach a tipping point in 2006 if more marketers formally include it in their budgets and strategies.
This document provides an overview of a market research report conducted by iReach Market Research on media consumption among Irish female consumers. Some key findings include:
- Social media and online platforms now play a significant role in how female consumers get informed and make purchasing decisions.
- Traditional media like TV and radio are still most impactful for brand awareness, but word-of-mouth and social recommendations strongly influence purchase decisions.
- Many female consumers feel misunderstood by marketers and distrust financial/investment terminology. Trust in peer recommendations is high.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
The document discusses how marketers can optimize customer value at every interaction in the buying cycle. It recommends four steps: 1) Using data to understand customers, 2) Creating a 360-degree view of each customer, 3) Leveraging insights about customers to inform media spending and engagement, and 4) Ensuring accountability and execution. The document provides examples of how major brands have increased revenue and profits by millions of dollars by taking these steps to concentrate spending on higher value customers through an integrated multichannel approach.
Tnooz-Travelport Webinar: The hotel shopping dilemmaKevin May
The document discusses the hotel shopping dilemma from consumer, agency, and distribution perspectives. It summarizes research showing that consumers get initial travel ideas from family and friends or traditional media. They then turn to the internet for advice and reviews before comparing prices on OTAs and supplier websites. The document outlines pain points for consumers like an overwhelming number of choices and lack of transparency in fees. It also discusses challenges for travel agencies and TMCs in negotiating rates and challenges for the hotel industry around fragmentation in distribution. Finally, it proposes that GDSs can help solve these issues by providing a one-stop shop for comparison, shopping, booking and commissions across supplier sources.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Supercharging the Path to Purchase: Using Word-of-Mouth to Drive More Consumers to Buy. The presentation looks at the effects of Word of Mouth advertising as it relates to female consumers. Presenters include Ed Keller-CEO of Keller Fay Group & Tony Cardinale-EVP, Brand Planning & Strategic Insights at NBC Universal.
The Power of C2C Recommendations for the Retail SectorRewardStream Inc
1) Recommendations have a strong influence on consumer purchase behavior, accounting for 40% of purchases across categories. Recommendations are most influential in the retail sector, where consumers primarily seek advice from friends and family.
2) A study by Keller Fay Group found that recommendations are influential at all stages of the purchase process but have the greatest impact when consumers are preparing to purchase. Advertising influence decreases as consumers progress through the purchase stages.
3) Two examples were given of companies capitalizing on word-of-mouth marketing. A large eTailer launched a referral program to acquire new customers through existing loyal customers. A family of baby brands piloted a member referral program to expand their online community. Both saw
The Power of C2C Recommendations for the Financial Services SectorRewardStream Inc
The document discusses the power of consumer-to-consumer recommendations, particularly in the financial services sector. It summarizes research from Keller Fay Group that found recommendations influence 40% of purchases across various categories, with over 80% of recommendations occurring face-to-face. Recommendations were also found to be evenly divided between solicited and unsolicited, and were shown to be the most influential factor for purchases compared to other information sources like advertisements, reviews, or articles.
Word of Mouth Marketing: The Stats, Strategies & Trends You Need to KnowBSI
This document summarizes key points about word-of-mouth marketing from a presentation given at the 2006 Marketing 2.0 Conference in Barcelona. It discusses five major consumer marketing trends, including increased consumer skepticism and control. It then explains why word-of-mouth is an important marketing tactic currently, noting that consumers highly trust recommendations from friends and family over other forms of advertising. Several studies and statistics are presented that quantify the influence of word-of-mouth recommendations on product purchases. The document concludes by suggesting word-of-mouth marketing could reach a tipping point in 2006 if more marketers formally include it in their budgets and strategies.
This document provides an overview of a market research report conducted by iReach Market Research on media consumption among Irish female consumers. Some key findings include:
- Social media and online platforms now play a significant role in how female consumers get informed and make purchasing decisions.
- Traditional media like TV and radio are still most impactful for brand awareness, but word-of-mouth and social recommendations strongly influence purchase decisions.
- Many female consumers feel misunderstood by marketers and distrust financial/investment terminology. Trust in peer recommendations is high.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
The document discusses how marketers can optimize customer value at every interaction in the buying cycle. It recommends four steps: 1) Using data to understand customers, 2) Creating a 360-degree view of each customer, 3) Leveraging insights about customers to inform media spending and engagement, and 4) Ensuring accountability and execution. The document provides examples of how major brands have increased revenue and profits by millions of dollars by taking these steps to concentrate spending on higher value customers through an integrated multichannel approach.
Tnooz-Travelport Webinar: The hotel shopping dilemmaKevin May
The document discusses the hotel shopping dilemma from consumer, agency, and distribution perspectives. It summarizes research showing that consumers get initial travel ideas from family and friends or traditional media. They then turn to the internet for advice and reviews before comparing prices on OTAs and supplier websites. The document outlines pain points for consumers like an overwhelming number of choices and lack of transparency in fees. It also discusses challenges for travel agencies and TMCs in negotiating rates and challenges for the hotel industry around fragmentation in distribution. Finally, it proposes that GDSs can help solve these issues by providing a one-stop shop for comparison, shopping, booking and commissions across supplier sources.
Yahoo!'s An Ad is Not Just an Ad ResearchNick Drew
Yahoo! Canada's research into the facets of better online advertising - and how marketers can use ad size, richness and environment to increase the impact of their ad campaigns.
This document discusses research and how it can inform brand strategy and marketing actions. It describes how a Vice President of a consumer goods company sees her role as selling soap through research. The document advocates using a wide range of data sources and digital analytics to understand customer behavior, brand engagement, and media impact in real-time. It proposes applying experimental design and other research techniques to digital marketing problems to help develop loyal customer segments and attribution strategies. Finally, it promotes an open-source community called ARO to bring together professionals from various analytics fields.
Millennials, aged 18 to 34, are an important demographic for the automotive industry as they enter their prime vehicle buying years. However, they are less loyal to dealers and more influenced by recommendations from friends and family than older buyers. To attract more business from Millennials, dealers must focus on increasing customer advocacy by providing excellent sales and service experiences that delight customers and encourage them to share many positive recommendations.
When it comes to planning a retail mobile marketing program, the good news is the bad news: there's practically an unlimited number of ways retailers can use mobile to augment their customer communication strategy. "Good" because limitless possibility means well thought out and executed strategies will return significant value. "Bad" because settling on a starting point can be difficult.
This webinar discusses exactly how to differentiate "good" from "bad" and reveals what it takes for retail mobile marketers to be successful. As with all webinars from the Waterfall Industry Insights series, the presentation includes an analysis of stats, case studies, and actionable next steps for effective implementation.
Direct marketing can boost brand awareness, interest, and image while achieving an immediate response like a purchase. However, direct mail risks being ignored or annoying recipients. To maximize benefits, marketers should consider audience receptiveness, ensure mail has impact, and extend processing time. Testing showed physical mail generated stronger emotional processing than virtual materials. Persuasive direct mail motivated trial for new products through samples and vouchers. But overly aggressive marketing also risked irritating customers.
Stay Relevant: Map Your Interactive White Papers to the Buyer's JourneyAlinean, Inc.
The basic white paper is still one of the most important pieces of marketing content used and trusted as the key buying decision tool by over 60% of IT buyers (SiriusDecisions 2010).
XM uses experiential marketing to engage audiences through interactive brand experiences that elicit emotional responses. It aims to provide consumers with experiences of a brand or product in order to give them enough information to make an informed purchase decision, rather than just describing product features. Experiential marketing lets consumers experience benefits directly rather than just being told about them.
Power of C2C Recommendations for the Telecommunications SectorRewardStream Inc
The document discusses a presentation by RewardStream on the power of consumer-to-consumer recommendations in the telecom sector. It summarizes research from Keller Fay Group on the influence of word-of-mouth recommendations. Some key findings are that recommendations influence 40% of purchases, with 82% of recommendations occurring face-to-face. Recommendations are also evenly divided between solicited and unsolicited. Across all purchase stages, recommendations are found to be the most influential factor in purchases.
The document discusses how companies can improve marketing performance through better use of customer data and a more personalized, multi-channel approach. It argues that (1) data provides insights into customer value that allow targeting high-value customers, (2) creating a 360-degree view of each customer enables understanding their full relationship, and (3) combining insights with optimized media spending across channels can improve returns significantly. The key is accountability to measure the impact on customer value at each interaction.
This document discusses how retail is evolving due to changes in consumers, technology, and commerce. It notes that consumers have less time and are more value-driven, mobile, and social. As a result, retail is shifting from transactional to experiential and the lines between physical and digital retail are blurring. New technologies like mobile, social media, and digital signage are empowering consumers and enabling more personalized and seamless shopping experiences across channels.
The Social Shopper: A Lens into the future of Retail ExperiencesDelvinia
The Internet and social media have created a landscape where consumers are a more significant force than ever before. And, digitally-savvy shoppers are leading the way. Our study around consumer use of digital technology — conducted through AskingCanadians™ — reveals that digital experiences are not only a key component in the purchase process; but digitally-inclined shoppers are fast becoming the consumers of the future.
1. The document discusses ways to measure social media in public relations, from basic metrics like impressions and reach to more advanced metrics that establish causation between communications activities and business outcomes.
2. It addresses common myths around digital ROI and the misconception that activity equals value. The key is to establish clear objectives and define success in measurable terms from the outset.
3. A framework is presented that distinguishes between measuring output, impact and outcomes. Output looks at engagement, impact looks at passive and active engagement, while outcomes demonstrate value through metrics like revenue, customer satisfaction and thought leadership.
Consumers Know Best Research PresentationYahooCanada
Consumers use a variety of paid, owned, and earned media sources at different stages of the purchasing process. Paid advertising is important for initial product discovery, while a brand's website is the top source for more detailed information. Consumer reviews and conversations with friends build trust and confidence in a product. Expert sources provide impartial guidance and comparisons. An integrated marketing strategy using all of these channels appropriately is necessary to remain relevant throughout the consumer's journey.
Day in the life of a mobile commerce userSiim Teller
This document summarizes research into the day-to-day usage of mobile commerce among users. Key findings include:
1. Mobile commerce enhances in-store shopping, with 28% of activities involving finding product information and 18% finding store locations.
2. Convenience and mobile advertising are the main drivers of mobile commerce activities, with 24% of users saying it's the easiest way and 22% being influenced by mobile ads.
3. Saving money is the most important factor for mobile commerce users, with getting the best deal influencing 20% of activities.
4. Clothing, entertainment, and consumer electronics see the most growth in mobile commerce usage compared to digital content categories.
Mobile Privacy Consumer Survey Results by Harris Interactive & TRUSTeJanet Jaiswal
Mobile Privacy: A User's Perspective (Consumer Survey Results Presented by TRUSTe & Harris Interactive)
Presenters: Janet Jaiswal & Charlene Richey
Date of survey: Feb 2011
Details:
A successful mobile strategy relies on fulfilling user expectations. TRUSTe uncovers consumer mobile concerns and expectations through a National survey with Harris Interactive and finds surprising results.
Experts predict that within the next 3 years mobile devices will overtake traditional computers as the preferred platform for web browsing.
Consumers are becoming increasingly savvy on their mobile devices and now expect that the sites and apps they interact with are taking the same precautions to ensure their safety as they have expected on traditional PCs (think mobile vs. desktop banking).
To gauge these expectations, TRUSTe commissioned Harris Interactive to conduct a nationwide survey of one thousand consumers about their usage of mobile apps and sites, how they feel about their safety and what steps they take to protect themselves.
Harris Interactive will explain:
• The most common activities users perform on their mobile device including differences by age, gender and smart phone type
• Key user concerns with mobile devices, in general and with advertising and geo-location
• How smart phone users are changing their behavior as a result of the concerns and the precautions they are taking
• Tips for mobile site/app owners to address user concerns
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
This document summarizes a webinar about secrets of social media and word-of-mouth (WOM) marketing for B2B companies. It introduces Justin Dorfman, a CDW support engineer who generated over $300K in sales for CDW through his product recommendations without being paid. The webinar objectives are to share secrets of B2B social media success, review real-world case studies, and provide practical tips. Laura Messerschmitt from Outright is a guest speaker. The webinar promotes Zuberance's system for identifying, energizing, and tracking brand advocates to generate leads, sales, and marketing ROI through social and digital channels. Examples are given of how companies like
This document summarizes the results of a survey about how purchase decisions are made in companies. The survey found that:
1) Internal needs discovered by employees within a company are the biggest factors initiating purchase processes, not external factors like salespeople.
2) When making larger purchases, buyers rely most on information from their own research, recommendations from trusted sources, and the familiarity of suppliers rather than marketing materials or salespeople.
3) For purchase decisions, the most important factors are how well the offer meets buyers' needs and price, rather than personal relationships with salespeople.
The document discusses a study conducted by Experticity, Jonah Berger, and Keller Fay to quantify the influence of micro-influencers. The study found that:
1) Micro-influencers, defined as industry professionals and retail associates, have 22 times more buying conversations per week than the general population.
2) Recommendations from micro-influencers on the Experticity platform led to stronger consideration, with 74% of conversations resulting in customers following up on recommendations compared to 26% for the general population.
3) Credibility, knowledge, and the ability to explain products are the most important factors in whether people follow micro-influencer recommendations.
Yahoo!'s An Ad is Not Just an Ad ResearchNick Drew
Yahoo! Canada's research into the facets of better online advertising - and how marketers can use ad size, richness and environment to increase the impact of their ad campaigns.
This document discusses research and how it can inform brand strategy and marketing actions. It describes how a Vice President of a consumer goods company sees her role as selling soap through research. The document advocates using a wide range of data sources and digital analytics to understand customer behavior, brand engagement, and media impact in real-time. It proposes applying experimental design and other research techniques to digital marketing problems to help develop loyal customer segments and attribution strategies. Finally, it promotes an open-source community called ARO to bring together professionals from various analytics fields.
Millennials, aged 18 to 34, are an important demographic for the automotive industry as they enter their prime vehicle buying years. However, they are less loyal to dealers and more influenced by recommendations from friends and family than older buyers. To attract more business from Millennials, dealers must focus on increasing customer advocacy by providing excellent sales and service experiences that delight customers and encourage them to share many positive recommendations.
When it comes to planning a retail mobile marketing program, the good news is the bad news: there's practically an unlimited number of ways retailers can use mobile to augment their customer communication strategy. "Good" because limitless possibility means well thought out and executed strategies will return significant value. "Bad" because settling on a starting point can be difficult.
This webinar discusses exactly how to differentiate "good" from "bad" and reveals what it takes for retail mobile marketers to be successful. As with all webinars from the Waterfall Industry Insights series, the presentation includes an analysis of stats, case studies, and actionable next steps for effective implementation.
Direct marketing can boost brand awareness, interest, and image while achieving an immediate response like a purchase. However, direct mail risks being ignored or annoying recipients. To maximize benefits, marketers should consider audience receptiveness, ensure mail has impact, and extend processing time. Testing showed physical mail generated stronger emotional processing than virtual materials. Persuasive direct mail motivated trial for new products through samples and vouchers. But overly aggressive marketing also risked irritating customers.
Stay Relevant: Map Your Interactive White Papers to the Buyer's JourneyAlinean, Inc.
The basic white paper is still one of the most important pieces of marketing content used and trusted as the key buying decision tool by over 60% of IT buyers (SiriusDecisions 2010).
XM uses experiential marketing to engage audiences through interactive brand experiences that elicit emotional responses. It aims to provide consumers with experiences of a brand or product in order to give them enough information to make an informed purchase decision, rather than just describing product features. Experiential marketing lets consumers experience benefits directly rather than just being told about them.
Power of C2C Recommendations for the Telecommunications SectorRewardStream Inc
The document discusses a presentation by RewardStream on the power of consumer-to-consumer recommendations in the telecom sector. It summarizes research from Keller Fay Group on the influence of word-of-mouth recommendations. Some key findings are that recommendations influence 40% of purchases, with 82% of recommendations occurring face-to-face. Recommendations are also evenly divided between solicited and unsolicited. Across all purchase stages, recommendations are found to be the most influential factor in purchases.
The document discusses how companies can improve marketing performance through better use of customer data and a more personalized, multi-channel approach. It argues that (1) data provides insights into customer value that allow targeting high-value customers, (2) creating a 360-degree view of each customer enables understanding their full relationship, and (3) combining insights with optimized media spending across channels can improve returns significantly. The key is accountability to measure the impact on customer value at each interaction.
This document discusses how retail is evolving due to changes in consumers, technology, and commerce. It notes that consumers have less time and are more value-driven, mobile, and social. As a result, retail is shifting from transactional to experiential and the lines between physical and digital retail are blurring. New technologies like mobile, social media, and digital signage are empowering consumers and enabling more personalized and seamless shopping experiences across channels.
The Social Shopper: A Lens into the future of Retail ExperiencesDelvinia
The Internet and social media have created a landscape where consumers are a more significant force than ever before. And, digitally-savvy shoppers are leading the way. Our study around consumer use of digital technology — conducted through AskingCanadians™ — reveals that digital experiences are not only a key component in the purchase process; but digitally-inclined shoppers are fast becoming the consumers of the future.
1. The document discusses ways to measure social media in public relations, from basic metrics like impressions and reach to more advanced metrics that establish causation between communications activities and business outcomes.
2. It addresses common myths around digital ROI and the misconception that activity equals value. The key is to establish clear objectives and define success in measurable terms from the outset.
3. A framework is presented that distinguishes between measuring output, impact and outcomes. Output looks at engagement, impact looks at passive and active engagement, while outcomes demonstrate value through metrics like revenue, customer satisfaction and thought leadership.
Consumers Know Best Research PresentationYahooCanada
Consumers use a variety of paid, owned, and earned media sources at different stages of the purchasing process. Paid advertising is important for initial product discovery, while a brand's website is the top source for more detailed information. Consumer reviews and conversations with friends build trust and confidence in a product. Expert sources provide impartial guidance and comparisons. An integrated marketing strategy using all of these channels appropriately is necessary to remain relevant throughout the consumer's journey.
Day in the life of a mobile commerce userSiim Teller
This document summarizes research into the day-to-day usage of mobile commerce among users. Key findings include:
1. Mobile commerce enhances in-store shopping, with 28% of activities involving finding product information and 18% finding store locations.
2. Convenience and mobile advertising are the main drivers of mobile commerce activities, with 24% of users saying it's the easiest way and 22% being influenced by mobile ads.
3. Saving money is the most important factor for mobile commerce users, with getting the best deal influencing 20% of activities.
4. Clothing, entertainment, and consumer electronics see the most growth in mobile commerce usage compared to digital content categories.
Mobile Privacy Consumer Survey Results by Harris Interactive & TRUSTeJanet Jaiswal
Mobile Privacy: A User's Perspective (Consumer Survey Results Presented by TRUSTe & Harris Interactive)
Presenters: Janet Jaiswal & Charlene Richey
Date of survey: Feb 2011
Details:
A successful mobile strategy relies on fulfilling user expectations. TRUSTe uncovers consumer mobile concerns and expectations through a National survey with Harris Interactive and finds surprising results.
Experts predict that within the next 3 years mobile devices will overtake traditional computers as the preferred platform for web browsing.
Consumers are becoming increasingly savvy on their mobile devices and now expect that the sites and apps they interact with are taking the same precautions to ensure their safety as they have expected on traditional PCs (think mobile vs. desktop banking).
To gauge these expectations, TRUSTe commissioned Harris Interactive to conduct a nationwide survey of one thousand consumers about their usage of mobile apps and sites, how they feel about their safety and what steps they take to protect themselves.
Harris Interactive will explain:
• The most common activities users perform on their mobile device including differences by age, gender and smart phone type
• Key user concerns with mobile devices, in general and with advertising and geo-location
• How smart phone users are changing their behavior as a result of the concerns and the precautions they are taking
• Tips for mobile site/app owners to address user concerns
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
This document summarizes a webinar about secrets of social media and word-of-mouth (WOM) marketing for B2B companies. It introduces Justin Dorfman, a CDW support engineer who generated over $300K in sales for CDW through his product recommendations without being paid. The webinar objectives are to share secrets of B2B social media success, review real-world case studies, and provide practical tips. Laura Messerschmitt from Outright is a guest speaker. The webinar promotes Zuberance's system for identifying, energizing, and tracking brand advocates to generate leads, sales, and marketing ROI through social and digital channels. Examples are given of how companies like
This document summarizes the results of a survey about how purchase decisions are made in companies. The survey found that:
1) Internal needs discovered by employees within a company are the biggest factors initiating purchase processes, not external factors like salespeople.
2) When making larger purchases, buyers rely most on information from their own research, recommendations from trusted sources, and the familiarity of suppliers rather than marketing materials or salespeople.
3) For purchase decisions, the most important factors are how well the offer meets buyers' needs and price, rather than personal relationships with salespeople.
The document discusses a study conducted by Experticity, Jonah Berger, and Keller Fay to quantify the influence of micro-influencers. The study found that:
1) Micro-influencers, defined as industry professionals and retail associates, have 22 times more buying conversations per week than the general population.
2) Recommendations from micro-influencers on the Experticity platform led to stronger consideration, with 74% of conversations resulting in customers following up on recommendations compared to 26% for the general population.
3) Credibility, knowledge, and the ability to explain products are the most important factors in whether people follow micro-influencer recommendations.
Outdoor Media Centre Customer Journey ResearchOutdoorMC
A study conducted for the Outdoor Media Centre (OMC) by ICM Research and On Device Research (ODR) has revealed that outdoor advertising has a strong influence on consumers, nudging them along towards the purchase at every phase of the Customer Journey.
The document discusses travel and tourism's economic impact in the United States. Some key points:
- Travel and tourism generated $188 billion in tax revenue and $118 billion in income for Americans in 2018.
- The industry supports over 1.8 million meetings that spend $263 billion and employ 1.7 million people.
- Destination marketing organizations import temporary taxpayers and are investment accounts that generate tax revenue and income.
Keynote presentation from Jeffrey Pruitt, CEO of ethology, at Baidu World Conference in Beijing on September 2, 2011.
The confluence of content, social, and search have presented marketers with a uniquely new and challenging paradigm shift. Pruitt delves into the new breed of marketing that is driven by creating, optimizing, and distributing the different types of content required to engage customers on the social web, based on the data of many analysis tools.
Interactive White Paper Webcast: Increase content marketing effectivenessAlinean, Inc.
White papers remain the most important content to help buyers make purchase decisions – helping buyers to understand opportunities, understand solution options and understand the competitive differences of your solution vs. others.
However, in today's world of information overload, white paper download rates have declined, and your investment in traditional white paper marketing campaigns is not as effective as it used to be.
Similar to Supercharging the Path to Purchase: Using Word of Mouth to Drive More Consumers to Buy (20)
Driving Effectiveness with Talkworthy AdvertisingKeller Fay Group
How can advertisers and marketers deliberately and effectively deliver advertisements that start conversations and drive sales? At the Advertising Research Foundation's Re!Think 2016 conference, Engagement Labs CRO Brad Fay, along with UM's Graeme Hutton and CBS Corp.'s David Poltrack, shared exciting new research that demonstrates how consumers’ conversations and purchases are affected by advertising.
Social sharing in B2B: Understanding the cycle of influenceKeller Fay Group
Cognito Insights, Cognito’s new practice area dedicated to impactful analytics and actionable intelligence, partnered with Keller Fay, an Engagement Labs Company focused on data and technology that measures and tracks online and offline conversations and influencers, for a two-part webinar series on social sharing in B2B financial services.
Although the concept of social sharing is an old one, the challenges and opportunities of social sharing in the age of technology continue to stir debate in the communications community. This first webinar (February 2016) on “understanding the cycle of influence” will cut through the buzz and explore the impact of social sharing, implications for measurement and strategies for implementation. A second webinar (March 2016) will provide a deep-dive into measurement tools and tactics.
Speakers:
Steve Thomson, MD UK, Keller Fay, an Engagement Labs Company
Eli Singer, CMO, Engagement Labs
Vivienne Hsu, Director, Cognito
Katie Kinnear, Social Media Manager, Cognito
The Social Brand: Dynamics & Realities of the Social HazeKeller Fay Group
This document discusses the dynamics and realities of social media and word-of-mouth marketing. It notes that brands with the highest advocacy levels see above-average revenue growth. However, measuring actual advocacy and the reach and impact of word-of-mouth presents several challenges, as offline conversations are different than online interactions and have less polarized, more spontaneous discussions driven by emotion. The true reach of social media posts is also difficult to determine and varies significantly depending on the measurement used. While sentiment analysis is improving, accuracy can still be variable without proper context. To be effective, brands must understand what triggers word-of-mouth and how to activate and influence conversations through shared experiences, deals, innovations, and visual content that people want to
The Advertising Research Foundation's Audience 2014 Measurement Conference NYC included a presentation June 9th by Brad Fay, COO of the Keller Fay Group and Graeme Hutton, SVP at Universal McCann on how the Nielsen TV/Talktrack® Data Fusion system of measure can determine commercial advertisement placement which will best reach target audiences, priming word of mouth advocacy.
ROI and Results: How to Quantify Word of Mouth's Sales Impact and Uncover Act...Keller Fay Group
AT&T Mobility and Keller Fay presented new research on the topic of “ROI and Results: How to Quantify Word of Mouth’s Sales Impact” at a recent WOMMA conference. The results could not be clearer: “Word of Mouth is a powerful and statistically significant sales driver” for AT&T Mobility.
Talking Social TV 2 with Ed Keller and Beth RockwoodKeller Fay Group
Almost no topic captures more attention in the media and marketing trade press than social TV. Keller Fay has been undertaking an ambitious research project on behalf of the Council for Research Excellence (CRE) to help the industry better understand the role of social media in driving television viewing behavior. Ed Keller and Discovery’s Beth Rockwood unveiled the new research findings at the Advertising Research Foundation’s Re:Think 2014.
Facebook & Keller Fay: Where Social TV Meets Word-of-Mouth, ARF RE:THINK 2014Keller Fay Group
The Top 10 Fall TV shows of 2013 were assessed by two measures: online social chatter as measured on Facebook, and offline word of mouth about television as measured by Keller Fay’s TalkTrack®. A 0.73 correlation was found between the two methods, with instructive differences based upon demographics, genre, and high-interest episodes. Responses to specific popular programs such as Dancing with the Stars, Glee, The Big Bang Theory, and Scandal were analyzed.
There is a common assumption that word of mouth tends to be negative, and that negative WOM has greater impact than positive talk. It turns out that both are untrue. More than two-thirds of all brand WOM is actually positive in nature, while less than 10% is purely negative. That’s over eight times more positive than negative WOM.
Word of Mouth (WOM) across major consumer categories was down significantly during the 2013 holidays, relative to 2012. There were, however, some clear brand winners this holiday season, along with WOM laggards. The Keller Fay Group has measured the holiday WOM and in this presentation shares the brands that saw the biggest increases in WOM, and those that saw their WOM drop.
1) Consumers communicate both online and offline across various contexts that are important for marketers. All media can be considered social media if planned properly to target consumers during social interactions.
2) Research shows that adults often communicate with others simultaneously while consuming media. Certain demographics, like young singles, display more online social behavior while consuming media like TV.
3) Targeting young singles during weekday evenings when watching TV dramas provides opportunities to reach influential consumers during peak social media consumption.
The document discusses word of mouth (WOM) marketing research from the Keller Fay Group. Some key findings include:
- 90% of conversations occur offline, primarily face-to-face, while only 8% are online. Certain "Conversation Catalysts" have much larger social networks and influence than average.
- Advertising plays a bigger role in driving WOM than people realize. TV ads are the most commonly referenced type of advertising in WOM.
- The internet is most referenced in WOM about products and services, while TV is most referenced for media/entertainment WOM.
- The brands with the most weekly WOM impressions tend to be large advertisers. In
The Power of Out of Home Audiences in the Digital AgeKeller Fay Group
1) The document studied out-of-home viewing of two sporting events and found the out-of-home audiences were substantial in size.
2) It also found that out-of-home viewers had higher levels of word-of-mouth conversations about advertised brands compared to in-home viewers, suggesting out-of-home audiences are more valuable to advertisers.
3) The findings indicate that out-of-home audiences are large enough to impact media planning and are more engaged with advertising, generating implications for better measuring and accounting for out-of-home viewing audiences.
Social TV Viewing, Word of Mouth, and Ad EffectivenessKeller Fay Group
Social TV viewing can have both positive and negative effects on ad effectiveness according to competing models. A 2011 Turner Broadcasting study found that watching NBA playoffs socially and out of home led to more word-of-mouth conversations about advertisers compared to watching alone or at home. Viewers who watched socially at bars, restaurants, or others' homes had the highest levels of conversations about the top spending advertisers. The combination of social viewing and watching out of home produced the greatest engagement and word-of-mouth for advertisers.
1) Marketing and media often spark conversations about brands, with half of brand conversations referring to marketing or media.
2) Positive brand experiences generate more word-of-mouth than negative experiences, with good experiences driving three times as much word-of-mouth according to the data.
3) Emotions like love and enthusiasm for a brand are the topics that trigger the most word-of-mouth sharing about various product categories according to the US data.
This document summarizes research conducted by AT&T, Accenture, and Keller Fay Group on the impact of word-of-mouth (WOM) on sales. The research found that positive WOM mentions and unaided brand awareness are strong drivers of AT&T's gross customer additions. The number of positive WOM mentions proved to be one of the most impactful metrics on sales. Additionally, the research identified attitudinal metrics like customer service that influence WOM. AT&T plans to further leverage WOM data in analytics and make WOM more actionable by influencing conversations.
1) Marketing and media often spark conversations about brands, with half of brand conversations referring to marketing or media.
2) Different categories of products and brands have varying triggers for word-of-mouth conversations, such as personal experiences, advertising, or media content.
3) Positive experiences with brands drive word-of-mouth three times more than negative experiences. Strong, positive emotions in conversations make others most likely to continue sharing the discussion.
This document discusses integrating word-of-mouth (WOM) into media planning. It notes that WOM generates more sales than paid advertising and is a major disruptive force in marketing. While social media are growing platforms for WOM, the vast majority of WOM still occurs offline through traditional channels. The presentation explores opportunities to leverage both traditional and social media to start productive conversations and drive WOM. It also introduces Keller Fay's TalkTrack tool for measuring WOM impressions and conversations around brands across media and categories.
This document discusses how social media audiences engage with brands and each other. It analyzes data from Keller Fay's TalkTrack survey of over 36,000 consumers to understand their social behaviors and conversations about brands. The data shows that Facebook and Twitter users have larger offline social networks and recommend more brands across categories than average. However, most word-of-mouth still occurs offline, with traditional media like TV also driving conversations. Different media audiences vary in their social value based on network size and influence.
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Supercharging the Path to Purchase: Using Word of Mouth to Drive More Consumers to Buy
1. Supercharging the Path
to Purchase
Using Word-of-Mouth to Drive
More Consumers to Buy
Ed Keller Tony Cardinale
CEO EVP, Brand Planning &
Keller Fay Group Strategic Insights
NBC Universal
2. Women at NBCU
• A sales, marketing, and research initiative that
partners with agencies and advertisers on high
ROI custom solutions
• Its Insights area is charged with delivering
marketing partners new intel to guide impactful
campaigns and measure corporate-wide results
3. What Made This Investigation Valuable
1. Women are WOM drivers
2. Women drive more
purchasing in more
categories than ever
3. Women are more trusted
and influential
…but little is known or has been studied about the
dynamics of Women’s word-of-mouth in the path
to purchase
4. Popular Assumption
Consumer as “prospect” Consumer as “marketer”
Need Aware of Research & Final Purchase Brand
identified choices narrowing decision $$$ advocate
5. A New Way of Thinking
We believed that consumers could act as effective
marketers for brands even before purchase, and
we wanted to understand how to effect that
Purchase
prospect
Purchase Brand
$$$ advocate
Pre-purchase
marketer
6. Our Partnership with Keller Fay
• NBCU had already been using Keller Fay's
TalkTrack® to help our clients locate Conversation
Catalysts™ across many categories
• We formed a partnership on this custom research
to move beyond what we collectively knew
about getting women talking at critical
marketing moments
7. What Inspired Us? We Knew…
1. Women are “in category” and driving purchasing
more than ever in key general market areas
Women 18+ who say they do the following: 2000 2009 Change
Negotiating to buy a car 86% 97% +11pts
Planning for retirement 80% 94% +14
Buying a computer 68% 95% +27
Buying or selling stocks to make money 63% 83% +20
Dealing with a repair person 89% 98% +9
Source: Women at NBCU Power of the Purse Study Fall 2009. Total Women 18+.
8. What Inspired Us? We Knew…
2. Women are WOM drivers when it comes to
brand conversations
# of brands talked about weekly
92
84
Male Female
Source: Keller Fay Group’s TalkTrack®
9. What Inspired Us? We Knew…
3. Women are more trusted and influential than
Men, even among Men
Response to word-of-mouth received from each gender
Male Female
62%
53% 53% 51%
46% 45%
33% 36%
Credibility of Propensity Propensity to Seek Propensity
Brand WOM to Relay More Info to Purchase
Source: Keller Fay Group’s TalkTrack®
10. New Questions to Answer
1. How does word-of-mouth change throughout
the path to purchase?
2. What triggers WOM in different phases of
the path to purchase?
11. Methodology
• Online survey of 4,999 representative women 18-54
• March 2010
• Measured dynamics of person-to-person communication,
whether face-to-face, over the phone, or online
• Identified the point along the purchase path that each woman
is at in all of the 12 categories within the 6 industries studied
12. WOM Plays an Increasing Role Closer to
the Point of Purchase Among Women
All categories
% of WOM among women by purchase stage
All Categories Average
50%
Industries studied:
40% auto, financial, payment
cards, electronics,
36%
30%
telecom, movies
(movies not included in “all categories” analysis)
of women have a
20% conversation during the
narrowing or final
10% decision-making
purchase stage
0%
Not Relevant Needs Met Starting to Look Researching Narrowing Final
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
13. Advertising Plays a Bigger Role
Than Women Think
What Consumers Believe
Consumers acknowledge they rely on
advertising to learn about products,
but claim it plays a smaller role as they
approach an actual decision
80%
60%
advertising
as important resource
40%
20%
0%
Awareness Phase Research Phase Decision-Making
Phase
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
14. Advertising Plays a Bigger Role
Than Women Think
What Consumers Believe What Consumers Do
Consumers acknowledge they rely on …But when consumers talk about brands, the
advertising to learn about products, closer they get to a decision, the more they talk
but claim it plays a smaller role as they about things they learned about from
approach an actual decision advertising
“Pre-purchase
80% 40%
Promoter” Period
60% 30%
advertising
as important resource
40% 20%
advertising
as topic of conversation
20% 10%
0% 0%
Awareness Phase Research Phase Decision-Making Needs Met Starting to Researching Narrowing Final
Phase Look
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
15. TV & Internet Drive WOM More Than
Other Paid Media at All Stages
WOM % containing media/marketing references
at each purchase stage
17%
Starting to look
14%
13% Researching
12%
11% Narrowing choices
8% Final decision
7%
5%
4% 4%
3% 3% 3% 3% 3%
2% 2% 2% 2%
1% 1% 2% 1% 1% 1%
1% 1% 1%
Television Internet Newspaper Magazine Radio Cell/Mobile Billboard
Ad Ad Ad Ad Ad Device Ad Ad
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
16. Study Highlight: TV is Often the Spark
Role of TV & Internet in brand WOM,
across all categories
Television Internet
31%
24%
16%
14%
Medium prompted Medium prompted
conversation immediately conversation later
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
17. …While WOM Often Stimulates Research
Actions taken/likely to be taken based
on WOM at each purchase stage
33%
32%
30%
25% Get More Info/
Do Research on it
22%
18% 18% Visit the Brand/
15% Company Website
12% 11%
10% Visit a Store to Find
9% 8%
Out More About it
4% 5%
3%
Spend More $
Than Planned
Needs Met Starting to Look Researching Narrowing Choices
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
18. WOM is Most Influential Later in the
Purchase Funnel
Purchase likelihood based on WOM by purchase
stage, across all categories
Top 3 Box (8, 9 or 10 on 0-10pt. scale) + Already Bought
80%
60%
40%
Industries studied: auto,
20% financial, payment cards,
movies, electronics, telecom
0%
Starting to Look Researching Narrowing Final
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
19. …the Vast Majority of WOM Occurs
as it Always Has…
Mode of WOM by purchase stage,
across all categories
Face to Face On the Phone Online (NET)
80%
70%
60%
50%
40%
30%
20%
10%
0%
Not Relevant Needs Met Starting to Look Researching Narrowing Final
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
20. Different Categories, Different Dynamics
WOM % among women consumers containing paid
media/marketing references at each purchase stage
Telecom Payment Cards
25%
25%
20% Television 20%
Internet
15%
Magazine 15%
Radio
10%
10%
Newspaper
5% Cell/ Mobile
Device
5%
Billboard
0%
Needs Met Starting to Researching Narrowing Final Decision 0%
Look Choices Needs Met Starting to Researching Narrowing Final
Look Choices Decision
Though the categories we studied showed general trends,
each had its own “personality” with discrete implications as well
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
21. Different Categories, Different Dynamics
WOM % among women consumers containing paid
media/marketing references at each purchase stage
Automotive Tech/Electronics
30% Television
25%
25% Internet
20%
20% Magazine
15%
15%
Radio
10%
10%
Newspaper
5% 5%
Cell Phone/Mobile
Device
0% 0%
Needs Met Starting to Researching Narrowing Final Billboard
Look
Needs Met Starting to Researching Narrowing Final
Look
Though the categories we studied showed general trends,
each had its own “personality” with discrete implications as well
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
22. Implications
1. Consumers are “marketers” in all purchase
phases, not just post-buy
2. Word-of-mouth increases as consumers
get closer to buying; indeed, there is a
“Pre-Purchase Promoter” peak in the
latter half of the funnel when WOM is
elevated and more influential
3. TV often sparks a conversation that pushes
toward online, even late in the funnel
4. Think about WOM as a key outcome
of media and advertising, with different
media working together along a
purchase path
5. Research plays a key role: there’s no
one-size-fits-all approach, as patterns
vary by category
23. Thank You!
Ed Keller Tony Cardinale
ekeller@kellerfay.com tony.cardinale@nbcuni.com
twitter.com/kellerfay
facebook.com/kellerfay