DUBLIN – Research and Markets has announced the addition of the “Word of Mouth and Viral Marketing in the United States 2009” report to their offering.
Consumers are inundated with advertising every day, and as a result, conventional forms of advertising have lost some of their influence. Simply put, the high number of ads seen by most people on a daily basis, combined with a suspicion of advertising and big business, has created the need for marketers to recruit consumers themselves to educate others in their social networks about products and brands. This process, known as “word of mouth” (WOM) or “viral marketing” is becoming more important to manufacturers, retailers and, of course, advertising agencies.
Specifically, the report addresses the following questions:
* How much influence does word of mouth have on decisions about what products and brands to purchase?
* Which segments are most likely to be influenced by WOM?
* Which consumer segments have the highest concentration of “Influentials” who disseminate product and brands WOM?
* What are the psychological attributes of people who enjoy participating in WOM campaigns by telling others about products and services?
* What techniques are most likely to drive positive WOM?
Key Topics Covered:
* Who are the Influentials?
* Demographic comparison of teen Influentials
* Media channels that generate buzz
* Interest in online tools that can generate buzz
* Race and ethnicity
* Creating Buzz: Case Studies of WOM and Viral Marketing
* Facebook: Gifts with benefits
* The Obama Model: Riding the 2.0 wave to the White House
* Influencer Ads
* BzzAgent: Dunkin’ Donuts Latte Lite
* BzzAgent: Tropicana Pure
* Super Bowl Ads
* E*trade
* Figure 2: E*Trade Shankipotamus ad, 2009
* Cash4Gold
* Figure 3: Ed McMahon and MC Hammer Cash4Gold ad, 2009
* Carrotmob: The New Agency?
* Colgate Smiles
* BzzAgent: Barilla Tortellini
* Who are the Influentials?
* Demographic Comparison of Teen Influentials
* Who Responds to Influentials?
* Media Channels that Generate Buzz
* Interest in Online Tools that Can Generate Buzz
* Race and Ethnicity
* Appendix—Additional Income Comparisons
* Appendix—Additional Gender Comparisons
* Appendix—Additional Age Comparisons
* Appendix—Additional Race and Ethnicity Comparisons
* Appendix—Trade Associations
Companies Mentioned:
* Colgate-Palmolive Company
* Dunkin’ Brands
* Facebook, Inc.
* Federal Trade Commission
* Google, Inc.
* Greenfield Online
* MySpace
* Red Bull North America, Inc.
* Walmart Stores (USA)
* Weight Watchers International Inc.
* Whole Foods Market Inc
* WOM
* Word of Mouth Marketing Association
* Yahoo! Inc
* YouTube, Inc.
For more information visit http://www.researchandmarkets.com/research/81a35d/word_of_mouth_and
