Word-of-Mouth Keeps Consumers Shopping
April 15, 2008
Shoppers rely on recommendations from family and friends over all
other consumer touchpoints when it comes to influencing purchases,
reports Advertising Age.
According to new data from Publicis media network ZenithOptimedia,
word-of-mouth -- especially from family and friends -- may be one
of the greatest influences on brand choice, but marketers still
face a great challenge in making it scalable.
The data comes from ZenithOptimedia's Touchpoints ROI Tracker, a
comprehensive project comprising over 300,000 interviews across 34
countries and covering more than 4,000 brands in 126 product and
service categories.
ZenithOptimedia is making the data available publicly for the first
time this month.
Consumer touchpoints were each given a "contact clout factor," a
number on a scale of 1 to 100 that indicates the relative influence
of the touchpoint on purchasing.
Trusted Advice
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, marketers still face a great challenge in 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.
TV is Tops for Branding
The ROI Tracker also measures brand association, or the percentage
of consumers who say they have seen or heard of a brand through a
touchpoint in recent months.
In the brand association category, TV is still king. The average
brand advertising on TV is recalled by 22 percent of category
consumers. Magazine ads follow with 16 percent of category
consumers, and newspaper ads and family and friend recommendations
are recalled by 13 percent each. Internet search follows with 12
percent of category consumers, followed by outdoor ads at 9 percent
and Internet banner ads and radio ads at 7 percent each.
Word-of-Mouth Keeps Consumers Shopping
April 15, 2008
Shoppers rely on recommendations from family and friends over all other consumer touchpoints when it comes to influencing purchases, reports Advertising Age.
According to new data from Publicis media network ZenithOptimedia, word-of-mouth -- especially from family and friends -- may be one of the greatest influences on brand choice, but marketers still face a great challenge in making it scalable.
The data comes from ZenithOptimedia's Touchpoints ROI Tracker, a comprehensive project comprising over 300,000 interviews across 34 countries and covering more than 4,000 brands in 126 product and service categories.
ZenithOptimedia is making the data available publicly for the first time this month.
Consumer touchpoints were each given a "contact clout factor," a number on a scale of 1 to 100 that indicates the relative influence of the touchpoint on purchasing.
Trusted Advice
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, marketers still face a great challenge in 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.
TV is Tops for Branding
The ROI Tracker also measures brand association, or the percentage of consumers who say they have seen or heard of a brand through a touchpoint in recent months.
In the brand association category, TV is still king. The average brand advertising on TV is recalled by 22 percent of category consumers. Magazine ads follow with 16 percent of category consumers, and newspaper ads and family and friend recommendations are recalled by 13 percent each. Internet search follows with 12 percent of category consumers, followed by outdoor ads at 9 percent and Internet banner ads and radio ads at 7 percent each.
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