구전(口傳) 마케팅 효과 상승 (eMarketer에서)

eMarketer에 의하면 인터넷 시대에 들어서서도 구전 마케팅 (WOM: Word-of-Mouth)의 유효성이 계속 증가하고 있는 것으로 나타나고 있다.

 

- 미국의 마케팅 담당 임원들이 향후 6개월 이내에 채택할 생각을 갖고 있는 마케팅 수단은

   (1) e-메일 마케팅 (70%)

   (2) 고객들에 의한 구전 마케팅 (43%)

   (3) 검색 마케팅 (36%)

   (4) 블로그 (22%)

   등으로 조사되었다.

 

- 영국의 소비자들이 구매 의사결정을 할 때 영향을 받는 사람으로는

   (1) 친구의 조언/추천 (76%)

   (2) (판매)회사의 광고, 이벤트 등 (68%)

   (3) 신문/잡지 광고 (22%)

   등으로 나타났다.

 

- 미국의 소비자들도 구매 의사결정을 할 때 영향을 많이 받는 사람으로 친구 (88%)와 가족 (87%)을 꼽고 있다.

 

비대면성을 특징으로 하는 인터넷 비즈니스에서 사람들 간의 접촉이 여전히 중요하다는 것을 입증하는 자료라 하겠다.

 

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Word-of-Mouth Marketing Picks Up Speed

Published: November 03, 2005

There are dozens of metrics defining online advertising, but no one has locked down the defining numbers for word-of-mouth marketing. A new eMarketer report uncovers the "hidden statistics" of word of mouth.

Despite a long history, word of mouth as a marketing discipline is only just coming into its own, and the data indicate its best years are yet to come. eMarketer estimates that about half of all online marketers are engaging in some form of word of mouth or viral campaign, and that number will grow.

"While online advertising and all of its many subcategories such as search have dozens of metrics defining their size, shape and growth rates, no one has locked down defining numbers for word-of-mouth marketing," says Geoff Ramsey, eMarketer CEO and author of the Word of Mouth Marketing report. "It has been the 'hidden statistic.'"

Based on aggregated data from dozens of sources, as well as interviews with various word of mouth marketing experts, for the first time, eMarketer — in partnership with the Word of Mouth Marketing Association (WOMMA), uncovers the numbers behind the rumors, the facts behind the myths.

"Word of mouth has always been there, and it's always been the thing that gets us to buy," says Andy Sernovitz, CEO of WOMMA. "What's exciting is that marketers can finally do something to harness this power—and measure the results. Word of Mouth has moved from anecdotal to actionable."

Today, according to consulting giant McKinsey, approximately two-thirds of all economic activity in the US is influenced by shared opinions about a product, brand or service.

A wide variety of surveys indicate that Americans are far more likely to turn to family, friends and other personal "experts" than to use traditional media for ideas and information about products and services. In fact, RoperASW, part of GfK Group, finds that over 90% of Americans cite word of mouth as one of the best sources of ideas and information. Further, they rate "word of mouth twice as important as advertising or editorial content and put one-and-a-half times more value on it today than they did 25 years ago."

A recent UK survey conducted by Mediaedge:cia asked consumers which factors made them most comfortable when purchasing a product. More than three-quarters cited the recommendation of a friend.

Word of mouth is often referred to as "friends and family marketing," and with good reason. According to NOP (like Roper, a GfK unit), people are more likely to pass along messages via word of mouth to their friends and family members.