The Mouths Have It

• Posted: Tuesday, December 19, 2006
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• Author: pradhana
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• Filed under: Market Survey, Marketing

It is still a good idea to look someone right in the eye.

The Internet has been highly promoted as a word-of-mouth (WOM) medium, but according to Ed Keller, CEO of the Keller Fay Group, the majority of WOM conversations take place where they always have, offline.

Fittingly, Mr. Keller's remarks were spoken at the "Word of Mouth Marketing Summit & Research Symposium," and reported by MediaPost.

According to Mr. Keller, a study by the Keller Fay Group found that nearly 90% of WOM conversations are still spoken, with 70% of them occurring face to face and 19% on the phone.

Only 4% of WOM conversations are conducted via e-mail, and another 3% are conducted via instant messaging.

Obviously, the old medium of in-your-face conversation is still winning, uh... hands down.
The study did find, however, that the Internet is effective at inspiring WOM conversations — only TV is more effective.

Television inspires 11% of WOM conversations, the Internet 9%, with other media far behind.

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