08.03.2007
VIRAL MARKETING
La bouche, l'oreille, et le publicitaire ...
Word of Mouth Outweighs Advertising
For consumers in the market for an electronics or automotive purchase, the most influential media isn't TV or the newspaper, according to a recent survey. It is old-fashioned (but newly popular) word of mouth. BIGresearch found that 42.6% of respondents cited word of mouth as influential in their electronics purchasing decisions, topping articles (34.1%), TV broadcasts (32.3%) and newspaper inserts (32%). A similar percentage cited word of mouth as important in automotive purchasing. The bottom line for marketers may be that word of mouth is far less manageable than conventional ad-supported media, but may also be more effective.
www.eMarketer.com
En conclusion : il va etre dur de tout controler a l'heure ou tout le monde promet du "performance marketing", du R.O.I.(Return On Investment). Rien de nouveau sous le soleil, on peut bien TOUT mesurer ou presque cela ne signifie pas que l'on controle l'influence des consommateurs et leur libre arbitre.
La morale de la fable ?
l'humilité et la modestie devraient faire meilleur menage avec le marketing que le developpement des egos ...
ou
-IN MEDIO STAT VIRTU-
20:50 Publié dans Performance Marketing | Lien permanent | Commentaires (0) | Envoyer cette note | Tags : viral, performance marketing, branding, marques