Brands want to be talked about; they want to become household names. But what does word of mouth do and, crucially, where does it come from?
This econometric study by Data2Decisions unveiled drivers of brand word of mouth:
- TV advertising responsible for 51%
- In total, 72% of incremental brand conversations are driven by paid-for advertising
- At least 90% of brand conversations take place offline (in person or on the 'phone)