Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
Beyond Marketing
BizReport : Advertising : July 10, 2007
Offline as important as online WOM efforts
Marketers who are focusing all of there energies on online word-of-mouth efforts could be missing the boat according to a recent report from eMarketer. The report indicates that offline WOM efforts are as important as online.
With the increasing number of blogs and consumer review sites on the web many marketers are concentrating all of their efforts with these kinds of word-of-mouth efforts. And with 66 million adults sharing information online it is understandable why online may take precedence. However, marketers need to be just as aware of how their products and brands are faring offline. Though the online influencers may seem to have cornered the market on advice, the report explains that traditional advertising can actually influence the influencers.
These influencers are 64% more likely to begin researching products online after hearing an ad on television or the radio. Compare that to the only 30% who begin researching products because of seeing online ads.
And who are these influencers?
They only make up about 18% of the online population however these consumers read newspapers (84%) and visit broadcast news websites (48%) several times each month. These influencers want to help others. They don't post consumer reviews to see their name or online handle, they post reviews or blog about products because they believe in them. Keying in to this demographic and getting them on your side will likely impact your product sales.
Tags: offline advertising, online advertising, word of mouth marketing
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- ExactTarget: Get email addresses while consumers shop
- A new use for online ads: Calculations
- OPA releases new ad units
- EA offers gaming ad advice
- Jivox adds map-targeting and creation tools to ad suite
- Ads for cheaper mobile plans?
- MerchantCircle offers city-centric coupons
- Catalyst: Googlers like Bing but won't remain loyal
Featured White Papers:

Social Media Marketing: 12 Essential Tips for Success
Learn how to effectively engage customer communities with a new, social marketing mix. >>
Featured Magazines:
Featured Research
- NEW! B-to-B Lead Generation Handbook
Special $200.00 discount for BizReport readers only!
Improve your results and the quality of your leads - download the full report right now.
Featured Financing Solution
- Small Business Loans Vs, Business Cash Advance
How can merchants access working capital quickly? A business cash advance offers small business owners fast financing based on credit card sales volume without the hassles normally associated with business bank loans or equipment leasing.