Word-of-mouth has time and again been shown in research to be the top influencer of consumer’s purchase decisions. Now, a new study from Engagement Labs quantifies the extent to which word-of-mouth drives sales, finding that an estimated 19% of consumers sales are the result of online and offline conversations.
Companies around the world are facing an ‘authenticity gap’ as they fail to meet customer expectations in key areas that drive authenticity, such as value and customer care. Trouble is, companies are considered the least credible when they’re talking about those particular areas.
Attendees are more likely to learn about events from friends and acquaintances (66%) than by any other means.
Word-of-mouth continues to be the leading way by which teens & Millennials – as well as the greater population at-large – discover new movies, TV shows or other full-length video content.
Eight out of 10 respondents said a search engine was their top choice among a collection of digital and nondigital sources to look up information for local businesses last year.
Americans are more likely to trust news that they read about in the ewspaper or see on TV than they are to trust what they read online.
More US teens say they get their news from social networking sites (49%) and family (47%) than from any other source.
Referrals (66%) and company websites (47%) continue to be the best sources of new customers for local advertisers, much as they were back in 2011.
Used by almost 9 in 10 respondents, email marketing is the most popular channel used by B2B marketers to acquire customers.
Live TV remains the single most common place to watch viewers’ new favorite shows, with 34% saying that’s their viewing source.