Word-of-Mouth still matters Online

in Social Media Marketing

In spite of all the information, research  and social media resources available to online buyers, word-of-mouth recommendations are still highly influential for making purchases online according to research from Mintel.

The research shows that US Internet users who bought a product/service online; 34% got the recommendation from a friend or relative and 25% were based on advice from a spouse or domestic partner.

While blogs, forums and other online sources had much lower directly attributable purchase recommendation motivation, they are still influential in creating awareness and providing additional validation.

According to this research the primary reasons US Internet users make recommendations are Price 64%, Quality 55% and Convenience 33%.

How to use this information to benefit your business

  • Word-of-mouth has always been influential for buyers and continues to be so online
  • Providing competitive prices, excellent quality product/services, convenient and painless online shopping experience along with great customer service generates word-of-mouth recommendations
  • Customer comments/feedback/ratings on your website generates word-of-mouth recommendations to a broad audience of potential buyers
  • Use blogs, social media, content marketing, newsletters and other online information sources to create awareness for your product/service and provide authoritative support for word-of-mouth recommendations
  • Customer experience in your physical store will influence online recommendations and vice versa – great customer service and a satisfying buying experience for all your sales channels is critical for getting the word-of-mouth recommendations that still matter.

Copyright © 2009 Ingistics LLC and Marketance™ www.marketance.com

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