Word of Mouth: Previously Underestimated
Word of mouth marketing "works in more ways, with more results, than is often assumed," states a new study from WOMMA member Keller Fay Group, titled "The More, the Better: Creating Successful Word of Mouth Campaigns." The study, which tapped WOMMA member BzzAgent's volunteer consumer evangelists as respondents, found that WOM is at its best when it is integrated into a variety of daily situations, settings and relationships.
Research findings:
* While seven in 10 WOM agents talk about products with friends and family, many also talk to coworkers (58%), casual acquaintances (48%), and strangers (25%)
* While most agents spread WOM at home (82%), at work (56%) and in others' homes (55%), agents also talk about products at social gatherings (43%), in stores (25%), and in restaurants or bars (25%)
* WOM is spread most often face to face (99%), but some agents use the phone (42%), email (30%), instant messages and text messages (17%), and online chat rooms and blogs (9%) to talk about products
* Among agents who told 11+ people about a product, 59% motivated 3+ people to buy the product, 63% got 3+ people to seek more information, 71% induced 3+ people to spread their own word of mouth, and 77% got 3+ people to consider a future purchase
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