About 9 in 10 marketers indicate that difficulty measuring offline word-of-mouth (W-O-M) marketing is an obstacle in pursuing a W-O-M strategy at their companies, and 8 in 10 concur with respect to difficulties measuring online social media marketing.
40% of US social network users said a search engine is how they typically learn more about brands, products or services they are considering using or purchasing.
43% of online Americans between the ages of 16 and 54 have joined a brand community online, per results from UM’s Wave 7 study provided to MarketingCharts.
4 in 10 Millennials from around the world want brands to allow them to influence their products (co-creation).
The proportion of brands that could be classified as having a cohesive strategy dropped from 42% last year to 37% this year.
The most common social channel for providing customer service was Facebook, which was also rated the most effective such channel by 42.5%.
Customers are drawn to branded customer communities by their content and that content’s relevance to them.