Word of Mouth Still Most Trusted Resource Says Nielsen; Implications for Social Commerce
When you look at this graph it is beyond obvious that one of the most effective marketing strategies is what is termed “word of mouth”.
What creates word of mouth? A great product or service. In the past I’ve talked about how your product/service is your marketing. Essentially that means that with the social connections and communication platforms of today.
Trailing at the bottom of the list are display ads (both online and mobile), and text ads in mobile phones. I think the annoyance factor and the high trust factor play into these being at the bottom of the list.
The key take away is that friend to friend sharing is the ultimate marketing strategy– spending time making your product or service word of mouth worthy is the key.
Nielsen’s latest Global Trust in Advertising report repeats findings from previous years – people don’t trust advertising, at least not as much as they trust recommendations from friends and consumer opinions expressed online.
According to the report, which surveyed more than 28,000 Internet respondents in 56 countries, 92 percent of consumers say they trust recommendations from friends and family above all other forms of advertising – an increase of 18 percent since 2007. Online consumer reviews rank as the second most trusted source, with 70 percent of global consumers surveyed online indicating they trust messages on this platform, an increase of 15 percent in four years.
See all posts on Marketing Mindset