Offline Word-of-Mouth Still Tops
Nothing beats the trusted and intimate referral from a friend or relative in the purchasing process.
A new study from Mintel reinforces the value of the personal endorsement. It shows that most purchases are still based on word-of-mouth recommendations from a trusted acquaintance. Only 5 percent said they based their purchase on a blogger or online environment.
Although social media continues to grow in marketing popularity and relevancy – it’s still important for brands to create an authentic experience that provides intimacy and personal discovery.
There’s no doubt many of those brand preferences begin with the early adopters (who tend to be heavy social media users). However, as brand marketers, finding a balance with offline and online – used in the most strategic ways – will continue to be the golden rule.
Jason Schumann
Account Director