Posted June 16, 2006 4:07 pm by with 3 comments

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eMarketer has a recap of recent studies on word-of-mouth marketing.

It’s interesting to see what marketers believe are the most important factors that get consumers talking about their products or services.

82.2% believe it’s the type of service received
70.3% believe how a product or service works

I wonder how these perceptions match-up to what the consumers themselves believe important.

We also learn that 66% of small companies monitor word-of-mouth on a regular basis, with large companies only doing so 33% of the time. Any surprise that it’s more likely to be a larger company that suffers at the hands of negative consumer media?

  • I see the eMarketer recap talks about what business owners believe works when they sell their products via WoM.

    What’s the part that actually worked? Is what the what the business owner thinks it is?

  • That statistic of smaller companies doing 66% monitoring is because they have more to lose…obviously. Especially, compared to a multi-national conglomorate like… for example: Panasonic. I recently had a portable DVD player break for no apparent reason. There was a ton of internet bad press on this DVD Panasonic DVD player, and everyone said the same thing…Panasonic didn’t care. If that happened to a smaller company, they’d be scrambling to repair the damage. Not so with the giants. It just barely, if at all effects their bottomline. Bummer. 🙁

  • I would imagine that the questions were answered without much analysis of their own campaigns. I would imagine the businesses didn’t actually measure what works, rather than took their best guess. 😉