Word of Mouth Virtues | Magazine Advertising
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The Keller Fay Group recently released new internal data showing the virtues of advertising on Television, in Magazines, and Online to spark word of mouth conversations. The data shows how TV, Print, and the Internet all work differently when it comes to sparking word of mouth conversations about brands, products, and services. This presentation shares the Word of Mouth Virtues of Magazine Advertising. To learn more about The Keller Fay Group and how your business can use its Conversation Catalysts(TM) segmentation system to identify word of mouth influencers, visit www.KellerFay.com.
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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.
Word of Mouth's Role in Driving Sales
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.
Conversation Triggers
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.
Integrating Word of Mouth into Media Planning
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.
Supercharging the Path to Purchase: Using Word of Mouth to Drive More Consume...
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.
How Social are Social Media Audiences Really
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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Word of Mouth Virtues | Magazine Advertising
- 1. Word of Mouth Virtues of Advertising
- 2. Word of Mouth & Advertising
- 3. Keller Fay TalkTrack Study Monitors marketing-related conversations Americans have offline and online Since 2006, over 1.5 million conversations have been captured, tabulated, and studied In the past year, Keller Fay has interviewed 36,000 Americans (ages 13-69) Keller Fay is able to measure the quantity, quality, and the drivers behind word of mouth conversations. ®
- 4. The most talked about brand...
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- 7. Conversation CatalystsTM tastemakers trendsetters INFLUENCERS
- 11. Conversation CatalystsTM Top Magazine Titles for Beauty CatalystsTM
- 12. Conversation CatalystsTM Top Magazine Titles for Sports & Recreation CatalystsTM
- 14. Magazines Reach Influencers Influencers Deliver Sales
Editor's Notes
- Contrary to perception, nearly 1 out of 4 word of mouth conversations people have about brands, products, and services is driven from traditional advertising seen on television, print, billboard, and radio.
- Since 2006 the Keller Fay Group, through its TalkTrack® study, has been tracking the quantity, quality, and drivers of word of mouth conversations happening both offline and online. Over 1.5 million WOM conversations from 140,000 surveyed respondents (ages 13-69) have been captured, tabulated, and studied in this on-going report.
- Keller Fay's data is rich and ripe with insights into word of mouth, including statistics revealing how advertising encourages customer conversations. Recently, Keller Fay released new data showing the virtues of advertising on Television, in Magazines, and Online to spark word of mouth conversations. TV, Print, and the Internet all work differently when it comes to sparking word of mouth, and marketers need to understand the unique virtues of each to maximize their media efforts.