Online recommendations might be as influential as in-person ones, but the vast majority of word-of-mouth (W-O-M) impressions about brands occur offline, at least among Millennials (18-34). That’s according to new figures released by the Keller Fay Group, which show that some 84% of Millennials’ word-of-mouth impressions about brands take place offline – with 71% the result of face-to-face conversations (versus just 3% over social media). So which media and marketing content are spurring these conversations?
Interestingly, 62% of brand conversations among Millennials reference some type of media and marketing content – a higher share than for all other adults (56%). While the top 3 media and marketing references in brand conversations are shared by both Millennials and all others, their roles differ. Not surprisingly, digital media acts as more of a W-O-M driver for Millennials than for other adults, referenced in 25% and 19% of impressions, respectively. (Of note, social media takes a backseat to brand websites and internet ads within the digital media category.) Read the rest at MarketingCharts.