I recently saw a study by the market research firm, Keller Fay Group which was sponsored by experiential marketing agency Jack Morton Worldwide that concluded that word of mouth is the #1 influence on business purchase decisions and is best leveraged through face-to-face marketing efforts. The study's conclusion was based on the fact that 50% of the respondents polled reported that they were highly likely to buy a product or service based on word of mouth; while 49% passed on what they've heard to others. The study goes on to say that "Business decision-makers most value communication channels that provide two-way dialog."
I recently saw a study by the market research firm, Keller Fay Group which was sponsored by experiential marketing agency Jack Morton Worldwide that concluded that word of mouth is the #1 influence on business purchase decisions and is best leveraged through face-to-face marketing efforts. The study’s conclusion was based on the fact that 50% of the respondents polled reported that they were highly likely to buy a product or service based on word of mouth; while 49% passed on what they’ve heard to others. The study goes on to say that “Business decision-makers most value communication channels that provide two-way dialog.”
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