Harnessing the power of brand conversations
|12 Feb 2013 10:53 GMT||Back|
Also in the news
New research by inTV shows that 90% of brand conversations between consumers happen offline, with less than 5% taking place in social media.
The research into word of mouth marketing also found that 83% of conversations about products and services take place with family and friends.
Nearly a quarter (28%) of conversations are with colleagues, 10% with business contacts and only 4% with social media contacts.
And, 91% of these conversations include talk about brands.
In five of the six sectors surveyed, brand conversations were more positive than negative.
Banking/finance was the most talked about sector, with 68% of respondents discussing this on a monthly basis.
Apple was the most talked about brand, accounting for 70% of conversations in the smartphone/tablet sector, followed by Samsung at 53%.
The results demonstrate the power of consumers as brand transmitters, in particular brand champions.
Brand champions are 40% more likely than average to trigger others to look up information on products and brands.
They are also 90% more likely to convince others to choose a certain brand and one and a half times more likely than average to make them buy or try a certain brand.
Top three most talked about brands by category
(Q Thinking about that category, which brand have you had a conversation about in the last four weeks?)