WOM Research

Word of Mouth Research: Moms trust strangers 12 times more than advertising

According to a survey of online moms by review site EXPO and highlighted by eMarketer, online moms doing product research trust consumer reviews and descriptions nearly 12 times more than that of manufacturer descriptions. Findings from the survey: 92% of moms trust the description provided by consumer reviews over manufacturer descriptions More than 80% of moms…

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Word of Mouth Research: 1 in 3 online Americans is considered a “Conversationalist”

A Forrester Research study released this week shows that one in every three online Americans is considered a “Conversationalist” — someone who updates their status on a social networking site at least once a week. The study offers insight into the demographics of these active talkers, specifically contradicting traditional age stereotypes for online Conversationalists. Findings from the…

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Word of Mouth Research: Study shows email is still the king of sharing

In a study using their own data, SocialTwist — makers of referral widgets — found that 59% of all shares were done via email, compared to 25% via instant messenger and just 14% via social networks like Twitter and Facebook. SocialTwist’s widgets are often used on blogs, news sites, online contests, rewards programs — anywhere online content…

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Word of mouth research: WOM is the most influential source of information for new product purchasing decisions

A recent survey by Schneider Associates, Most Memorable New Product Launches of 2009, found word of mouth to be the most influential source of information for purchasing decisions. The poll included more than 1,100 consumers ages 18 and up and uncovered data about factors related to awareness of new consumer product launches, including influential trends,…

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Word of mouth research: 40% of hospital and urgent care patients influenced by WOM

Not only does word of mouth affect purchase decisions about traditional consumer products like video games, computer hardware, books, and apparel — but recommendations also play a significant role in health decisions, such as choosing hospital or urgent-care facilities. In the Spring 2009 Ad-ology Media Influence on Consumer Choice survey from Ad-ology Research, results found that WOM…

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Word of mouth research: 72% of gamers rely on word of mouth for info about video games

According to a new survey from the NPD Group, the majority of gamers rely on word of mouth for game information. 41% of respondents cited direct word of mouth, with another 31% citing hands-on play at the home of a friend or relative — putting referrals and recommendations from friends and strangers well ahead of traditional…

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Word of mouth research: Study shows WOM marketing has 20 times higher elasticity than traditional marketing

In a study released in April of 2008 entitled, “Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site,” researchers Michael Trusov, Randolph E. Bucklin, and Koen H. Pauwels found that the elasticity (the change in sales resulting from each dollar spent) of word of mouth marketing is roughly 30 times higher than that of traditional…

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What the community expects from vendors looking to participate

A recent survey of 3,000 global IT decision-makers by Toolbox.com and PJA Advertising and Marketing, highlighted by PJA’s Mike O’Toole on MarketingProfs, offered some insights into what communities expect from vendors looking to participate. As we often say, engaging with the talkers in your industry is one of the essentials of building relationships that lead…

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Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

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The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

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9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

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3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

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The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

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10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

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