It’s time to redefine and re-engage
word of mouth
For nearly a third of consumers (28%), word of mouth is the preferred method for learning about a new brand, product or service — outpacing social media (23%), cable TV (12%) and online/digital ads (11%). At the same time, a mere 4% of marketers identified word of mouth as a consumer preference for learning about new brands, products or services.
Online or digital ad
The study also revealed that word of mouth has a higher research-to-purchase ratio (40%) than social media (30%),
online/digital ads (27%) or print ads (16%).
The majority (55%) of consumers have discovered a new brand, product or service in the past year
through word of mouth, followed by social media (53%).
More importantly, 40% of consumers actually purchased a product after discovering it via word of mouth, topping all other channels.
Yet only 7% of marketers identified word of mouth as a channel which results in consumer purchases.
Channels which result in purchase — identified by marketers