The Power of Word-of-Mouth Marketing

Word-of-mouth marketing (along with the customer ratings and consumer reviews that fall under that broad umbrella) remains one of the most authoritative and effective forms of marketing for any business.  If you’re not entirely convinced this marketing method that’s nearly as old as bartering itself is as effective as touted, perhaps these hard facts and numbers will change your mind.

*  Online shoppers who consult consumer reviews and messages note that such reviews are more authoritative and influential than those generated by professionals or experts (The Kelsey Group, Oct. 2007).
*  Consumers report that word-of-mouth recommendations are still the number one influence in their purchasing decisions, namely for apparel and electronics (BIGresearch Study, Nov. 2008).
*  A staggering 81% of online holiday shoppers read consumer reviews before making a purchase (Nielson Online, Dec. 2008).
*  62% of online shoppers read product reviews written by fellow consumers before making a purchase (Deloitte & Touche, Sept. 2007).
*  69% of consumers who consult online reviews share them with their inner circle (family members, friends, colleagues, etc.), thus augmenting the overall effect and influence of the reviews (Deloitte & Touche, Sept. 2007).
*  In a study that involved 2,000 shoppers from all demographics, 92% of them said they found consumer reviews to be “very” or even “extremely” helpful (eTailing Group).