As part of my project work with The Keller Fay Group, I'm digging into their archive of research findings and providing insights, which marketers can use to better tap into the power of word of mouth.
Keller Fay recently released new 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.
The following presentations explaining the virtues of advertising to trigger word of mouth first appeared on the Keller Fay WOM MATTERS blog. If you're interested in learning more about how advertising can spark word of mouth, read and watch below.
Television
While overall television viewership is down, that doesn't, by any means, diminish the impact television advertising has on sparking word of mouth conversations.
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Magazines
Advertising in print magazines will help a brand reach consumers who are more inclined to be talkative influencers, those folks who actively and passionately keep up with what's new and interesting in the world and share it within their large social circle of friends.
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Online
Online media triggers about 15% of all brand-related word of mouth conversations. That's a higher percentage than print media, radio, and billboard. Only television is a bigger trigger of word of mouth, but not by much.
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