A new study by Publicis media network ZenithOptimedia and reported in an AdAge article highlights that word of mouth trumps all other touchpoints when it comes to influencing purchases.
According to the study, recommendations from family and friends led the pack with an average score of 84. TV ads and Internet search were next, with an average score of 69 and 67, followed by magazine ads at 60, newspaper ads at 55, outdoor ads at 45, radio ads at 42, and Internet banner ads at 41.
Though word-of-mouth may be one of the greatest influences on brand choice, still face a great challenge is making it scalable, said Bruce Goerlich, ZenithOptimedia's president of strategic resources, North America.
"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," he said.
Bruce is right. But we, as an industry, are also getting much better at driving and measuring word of mouth marketing, influencer marketing, buzz marketing and digital word of mouth.
If you haven't already signed up for it, the WOMMA Conference coming up in Miami on May 8th and 9th will be a great place to learn best practices and connect with industry leaders.
According to the study, recommendations from family and friends led the pack with an average score of 84. TV ads and Internet search were next, with an average score of 69 and 67, followed by magazine ads at 60, newspaper ads at 55, outdoor ads at 45, radio ads at 42, and Internet banner ads at 41.
Though word-of-mouth may be one of the greatest influences on brand choice, still face a great challenge is making it scalable, said Bruce Goerlich, ZenithOptimedia's president of strategic resources, North America.
"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," he said.
Bruce is right. But we, as an industry, are also getting much better at driving and measuring word of mouth marketing, influencer marketing, buzz marketing and digital word of mouth.
If you haven't already signed up for it, the WOMMA Conference coming up in Miami on May 8th and 9th will be a great place to learn best practices and connect with industry leaders.
