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Many of the most successful interactions for word-of-mouth agents occur in-store with strangers, according to a new report from the Keller Fay Group titled The More, the Better (pdf).
The report, which was compiled with help from BzzAgent, was based on interviews in June with 3,235 agents, writes Brandweek. Beyond stores, other important places for spreading word of mouth were work, social gatherings, restaurants/bars, school and during travel.
Some of the findings may seem obvious - the fact that some of the most successful agents use multiple forms to communicate, including email, instant messaging, blogging and telephone - the article points out. However, research of all kinds is needed in the word-of-mouth space, says BzzAgent rep Joe Chernov. “If there’s one thing holding the industry back right now, it’s lack of research.”
A big focus in the space is finding a way to measure ROI, and that issue will be addressed during a symposium in December held by the Word of Mouth Marketing Association.
Word-of-mouth is becoming a more popular form of marketing as consumers’ trust in traditional advertising sags, WOM marketers say.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
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Fox…
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Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
