According to a recent Mintel survey, "Word of Mouth and Viral Marketing", recommendations from friends and family have the greatest influence on online purchase decisions compared to other recommendation sources.
34% of U.S. consumers who made a recommendation-influenced purchase online received that recommendation from a friend or family member, compared to only 25% from a spouse and 5% each from blogs and chat rooms.
This means that the most influential recommendation sources are those that are the most isolated from corporate influence. By that I mean, your blogs and your forums are the least effective purchase influencers in the universe of word-of-mouth marketing.
So what sorts of things influence the real influencers to make recommendations to their friends and family members?
Remarkable experiences. Exemplary quality. Products worth talking about.
If you're going to take a stab at increasing your customer base with word-of-mouth marketing, don't bother unless you're providing your current customers with these things. Not only is it cheaper to retain a current customer than it is to acquire a new one, but if you really knock their socks off, they'll do your marketing for you.
Consider the dollars spent improving your products and your customers' experiences an investment in word-of-mouth marketing.
Just do your CMO a favor and leave it out of their budget.
Posted by: Jesse Kurth
34% of U.S. consumers who made a recommendation-influenced purchase online received that recommendation from a friend or family member, compared to only 25% from a spouse and 5% each from blogs and chat rooms.
This means that the most influential recommendation sources are those that are the most isolated from corporate influence. By that I mean, your blogs and your forums are the least effective purchase influencers in the universe of word-of-mouth marketing.So what sorts of things influence the real influencers to make recommendations to their friends and family members?
Remarkable experiences. Exemplary quality. Products worth talking about.
If you're going to take a stab at increasing your customer base with word-of-mouth marketing, don't bother unless you're providing your current customers with these things. Not only is it cheaper to retain a current customer than it is to acquire a new one, but if you really knock their socks off, they'll do your marketing for you.
Consider the dollars spent improving your products and your customers' experiences an investment in word-of-mouth marketing.
Just do your CMO a favor and leave it out of their budget.
Posted by: Jesse Kurth
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