Online Shoppers Listen to Word-of-Mouth

Posted by Universal Ad at Monday, August 13, 2007 1:45 AM and is filed under online,Shopping,Consumers,word-of-mouth
What are the offline triggers for online searches? This eMarketer article, based on a BIGresearch report, says that the most typical reasons are (in descending order) magazines, articles, broadcast TV, newspapers, cable TV and, finally, face-to-face communication. The order changes according to the specific type of purchase (consumers electronics vs. food, for example).

Takeaway: do not underestimate the power of word-of-mouth vs. more traditional information sources and make sure it is integrated into your existing marketing plans.

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