Word of mouth is easy to understand. You like something, you tell someone about it, they buy it. But it seems there’s a whole world of executives who can’t swallow anecdotal proof without a hearty helping of stats. So, without further ado, here are a series of numbers to help quench your thirst for numbers.
In a recent global study conducted by WOMMA member company Weber Shandwick, 45% of consumers were identified as advocates. A top 9% of advocates were dubbed “high-intensity advocates,” identified based on their ability to more actively influence others and their quick speed-to-action time. Full Story →
Social Content From Word of Mouth Marketing Association
One in three internet users say that their purchase decisions are swayed by sites with social content, according to a January 2007 survey conducted by JupiterResearch for iProspect. The survey, which was commissioned to explore how consumers use social networking sites, defined a social networking site as one that allows users to post their own content, including sites with user-generated product reviews, such as Amazon.com.
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While 25% of consumers claim the internet as their primary stop for pre-purchase information, 23% of consumers still look to friends, family, and co-workers as their first source of information when researching a potential purchase, according to a survey conducted by market research firm Campaigners for the consumer electronics publication TWICE (This Week in Consumer Electronics).
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Corporations Using Blogs From Word of Mouth Marketing Association
Fifty-five percent of global executives either currently use blogs as a business tool or say they plan to implement them in the next 12 months, according to a study released in March by research organization Melcrum. Survey results indicate that 63% of executives use or plan to use online video, 43% podcasts, 51% RSS, and 41% social networks.
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Viral Builds Awareness From Word of Mouth Marketing Association
One of the major take-away messages from MarketingSherpa’s Viral Marketing 2007 survey, which was released in April, is that marketers who have done extensive work with viral marketing are sticking with it. More than half of marketers say they are planning to launch multiple viral efforts in 2007, and more than 80% of “very experienced” marketers say that viral marketing builds awareness.
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