News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Online reviews trump peer-to-peer word of mouth
The opinion of a stranger would now appear to be more useful than that of a family member or friend, according to findings from the latest Eccomplished quarterly survey.
According to Issue 1 of the Eccomplished Quarterly (.pdf), "The importance of peer-to-peer word of mouth is compounded further by more shoppers citing having read comments on an online article (18%) than reading an article itself (14%) to help them make a purchase decision."
Post-purchase, more consumers were likely to post an online review or complete an online rating (39%) than recommend to their friends and family (35%).
The role of social media was found to be minimal - just 6% turned to their networks to help make a purchase decision. Among younger generations this percent is higher at 11% for 18-34 year olds. Just 10% of those survey by Eccomplished said they would be likely to "Like" or "Follow" a brand or product on a social network by way of recommendation.
- Ad viewability levels down across Europe
- Virtual Reality: Seeing, and trying, is believing and buying
- Expert: Retail's trends to watch
- Mobile Roundup: Platforms to simplify work, personal lives
- Report: Fraud attacks up 80%
- Marketers value startups for their passion, drive, and technological prowess
- How mobile is changing retail
- ECommerce Roundup: Platforms to simplify shopper interaction
Featured White Papers
- The Ultimate Guide to Website Personalization
There is a wealth of methods to put your company's data to work; by far, personalization is one of the...