WOM From Family, Friends Trumps All Other Consumer Touchpoints
According to data from ZenithOptimedia's Touchpoints ROI Tracker, which was just made public this month, WOM recommendations from family and friends was the highest-ranking consumer touchpoint. On a scale from 1 to 100, WOM recommendations scored an 84, compared to second-ranking T.V. ads at 69, and internet ads at 67. This Advertising Age article quotes Bruce Goerlich, President of Strategic Resources at ZenithOptimedia, as saying: "Word of mouth is incredibly powerful, but we as an industry are not doing as good a job as we could do in generating it."