Finding a car parking space at Christmas time is an intimidating and sometimes insurmountable task just about anywhere in the world, and to help people with this Mercedes-Benz created a buzz marketing Twitterrific idea: “The Tweet Fleet” by tapping into the “Park Assist” feature. Mercedes-Benz Park Assist can automatically detect empty car spaces near you as you drive, so what if they could take that feature and provide it to anyone looking for a parking spot at Christmas?
Well, they did, and a fleet of new Mercedes-Benz cars travelling around Stuttgart in Germany, automatically tweeting empty car spaces with geo-tagging to ensure that anyone following can not only find out where the empty spaces are, but can get directions directly to them. All rigged together via an Arduino board and the Mercedes-Benz Park Assist feature.
Word-of-mouth (WOM) conversations that take place in person and over the phone are overwhelmingly more prevalent than those online, according to research.
Also, face-to-face communication is more positive in tone, more likely to be judged highly credible and more likely to lead to strong purchase intent than online talk, the study found
Below, some of the findings issued
On average, 3.5 billion WOM conversations occur daily in the US. Offline WOM accounts for 92% of these (75% face to face; 17% by phone), and email, IM/text messaging and chatrooms/blogs account for a combined 7%:
Most Word-Of-Mouth is Offline
Offline is the predominant mode of WOM across all age groups, ranging from 80% among the youngest group to 97% among the oldest
However, teens participate in a higher percentage of online WOM (17%) than members of other age groups.
Consumers under age 18 are also more likely than others to drive advice-giving in online talk. Though only 13% of offline advice-givers are age 13-17, 35% of advice givers in online conversations fall within that age bracket.
WOM expressed face to face and by phone also is viewed as highly “credible” more often than online talk (59% vs. 49%):
Offline WOM has more credibility
One possible explanation for the credibility gap is that online communications often occur between people who don’t know each other very well. But the study suggests that the credibility gap exists even in communications between people who are related or otherwise know each other.
Specifically, content from a spouse, relative or best friend is rated more believable when it is shared offline, either by phone or face to face, than online – via email, text messaging or blogs.
“Apparently, the value of eye contact, voice and perhaps even nonverbal communication provides a boost to credibility and to the likelihood that we’ll do something about what we’ve learned,” said Brad Fay, a coauthor of the study.
Offline communication has more purely positive content than online discussion (65% vs. 59%) and is less likely to contain negative or “mixed” content (23% vs. 30%).
A comparison between face-to-face communication and content on online blogs and chatrooms reveals an ever wider gap, with 66% of face-to-face communication “mostly positive” compared with 57% for blogs/chatrooms.
Offline WOM is more likely than its online counterpart to lead to strong purchase intent (50% vs. 43%).
About the study: Results of the Keller Fay/OMD study are based primarily on surveys of 18,486 Americans age 13-69, from late July 2007 through early February 2008.
https://hispanic-marketing.com/wp-content/uploads/2010/09/keller-fay-wom-credibility-offline-vs-online.jpg441585Havi Goffanhttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngHavi Goffan2010-09-07 10:58:462018-03-28 20:58:10Offline WOM More Prevalent, Positive and Credible than Online Buzz
New moms and pregnant women have over 109 word-of-mouth conversations per week about products, services, and brands, most of them positive and considered highly credible by other moms, according to a study and new word-of-mouth research conducted for BabyCenter.
Per day, the group engages in one-third more word-of-mouth (WOM) conversation than the total public or women in general, the word-of-mouth research study found:
Per day, the group engages in one-third more word-of-mouth (WOM) conversation than the total public or women in general
Among other word-of-mouth research findings
Fully 60% of conversations among the studied group carry with them a recommendation to buy, try, or consider the brands under discussion.
Positive brand sentiment outweighs negative by a 10-to-1 margin.
In shopping, retail, and apparel, 69% of the group is likely to purchase based on what they heard.
The group has higher WOM credibility than the total public and total women – in various capacities (e.g., propensity to pass along info, purchase intent):
The group has higher WOM credibility than the total public and total women
They are more likely to qualify as WOM influencers (60% more so than the total public, 45% more so than total women).
Close to 1 in 5 pregnant and new moms were identified as WOM leaders or Conversation Catalysts (based on their recommending behavior and size of social network).
Word-of-mouth research on Content, Sources of Online Conversations
Pregnant and new moms are talking about technology, financial services, healthcare, food/dining, media/entertainment, packaged goods, shopping and retail experiences, the study found:
Half or more of those surveyed said they had least one conversation per day about the above topics.
Retailer, consumer electronic, and soft drink brands dominated the top 10 most talked about brands:
Retailer, consumer electronic, and soft drink brands dominated the top 10 most talked about brands
Most discussions about brands and products occur in person; discussion content, however, is often provided by various media, especially the internet and television:
Moms have a natural desire to share ideas and information with each other. The rich content and community experience found on the internet plays a key role in driving these conversations
About the word-of-mouth research study: In Jan. ‘08, Keller Fay interviewed a sample of 1,721 women (18+) who were pregnant, trying to get pregnant, or have one or more children age five or under. The women, recruited through the BabyCenter 21st Century Mom Panel, BabyCenter’s website, and an external panel, completed an online survey about their face-to-face, telephone, or online conversations about brands across 14 categories during the 24 hours that immediately preceded the survey.
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