Word of Mouth and Internet – Google Study

Every marketer recognizes that Word of mouth conversations are the holy grail of advertising, helping to amplify paid campaign buzz and give messages longevity far beyond booked media schedule periods.

A new study on Googles Think Insight website explores the  relationship between the Internet and WOM conversations. Not surprisingly, the study emphasizes the role of search at all stages of conversations.

Google WOM & Internet Study

Some key findings:

1. The Internet is the #1 spark for WOM conversations and the first source for information after
2. WOM impressions generated by search are 27% more credible and 35%  more likely to lead to a purchase decision, compared to online or social media.
3. Smartphone users reference Internet a lot around WOM conversations

Implications
1. Increase SEM budget before and during a new campaign to capture impressions at all stages.
2. Bid on campaign related themes and words.
3. Send traffic to a microsite or YouTube channel so users can get more information (prices, buying locations) and continue discussions online.
4. Use advanced ad scheduling to upweight spending around TV spots when conversations are likely to spike (often at home)
5. Create separate mobile  campaigns for smartphone users

Have you used search to capture incremental campaign related queries? Please share your experiences with us in this blogs comments section.

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Posted in Digital, Opinion, Search Marketing / PPC

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