Posts Tagged ‘eficacia’

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Estadísticas y review de la industria sobre la eficacia del Word of Mouth

04/04/2009

Vuelvo de una reunión con una agencia de publicidad y me preguntaron más información al respecto de la eficiacia del Word-of-Mouth (o boca a boca), que sea off u online.  Fácil, hay un post muy completo al respecto!(

(Index: Power of Word of Mouth / Consumer Demand for Rating and Review / Marketer Demand for Rating and Review / Consumer Demand for Ask & Answer /Conversion Results / Average Order Value Results / User-generated Content beyond the web / Email campaign Results / SEO Results / Retrun Rates and Customer Satisfaction / Evolution of Advertising and Media / Industry articles)

Power of Word of Mouth

  • “Person like me” still most trusted source for information about a company and, therefore, products. (Edelman Trust Barometer, November 2007)
  • Recommendations from family and friends trump all other consumer touchpoints when it comes to influencing purchases, according to ZenithOptimedia. (AdAge, April, 2008)
  • Recommendation is the number one reason for choosing a particular site. (Royal Mail’s Home Shopping Tracker Study, September 2007)
  • Users who contribute product reviews or post messages visit sites nine times as often as noncontributors do. Contributors also make purchases nearly twice as often. (McKinsey & Co./Jupiter Media Metrix study, January 2002)
  • Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. (comScore/The Kelsey Group, October 2007)
  • Adult Internet users surveyed chose recommendations from friends as the one type of promotion they consider most worthwhile. (DoubleClick, May 2007)
  • Consumers trust friends above experts when it comes to product recommendations (65% trust friends, 27% trust experts, 8% trust celebrities). (Yankelovich)
  • Consumers say that word of mouth is still the number one influencer in their apparel (34.3%) and electronics (44.4%) purchases (Retail Advertising and Marketing Association/BIGresearch Study, November 2008)
  • According to a global Nielsen survey of 26,486 Internet users in 47 markets, consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. (Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”, October 2007)
  • The two leading reasons people contribute content to social shopping sites are the need to feel part of a community (31%) and recognition from peers (28%). (IBM Institute for Business Value, August 2007)
  • There were nearly 116 million US user-generated content consumers in 2008, along with 82.5 million content creators. Both numbers are set to climb significantly by 2013 (eMarketer, February 2009)
  • Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions. (“Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape,” JupiterResearch, March 2007)
  • 86.9% of respondents said they would trust a friend’s recommendation over a review by a critic, while 83.8% said they would trust user reviews over a critic. (Marketing Sherpa, July 2007)
  • Two thirds of UK social networkers (66%) are more likely to buy a product as a result of a recommendation, compared to 52 per cent of non-social networkers. (Royal Mail’s Home Shopping Tracker Study, September 2007)
  • Tech decision makers give user-generated sites equal importance to traditional media sources when considering tech purchases. Decision makers consider their personal experience (58%) first when short-listing tech vendors, followed by word-of-mouth and industry analyst reports, tied at 51%. Advertising (17%) and direct marketing (21%) were listed as the least important information sources when short-listing possible vendors. (Study: “Tech Decision Maker,” Hill & Knowlton, January 2009)

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