Marketers should use conversation metrics, in addition to effectiveness measures, to determine whether their advertising campaigns will drive purchases—and not just around unique events like the Super Bowl, a trio of word-of-mouth experts reported.
The Engagement Labs researchers found that “buzz”—upticks in both online and offline conversations about brands—contributes about equally to sales and other business outcomes.
“For many Super Bowl advertisers, generating ‘buzz’—or word of mouth both online and face-to-face—is a marketing objective, but ‘buzz’ as a campaign objective should not be limited to big tent-pole events like the Super Bowl,” the authors wrote. “It should be a key objective for all advertising.”
Among the takeaways:
The above data relationships were estimated in the authors’ earlier work that had used attribution modeling involving online and offline conversation data for brands, modeled against weekly advertising expenditure and consumer purchase data.
At Engagement Labs, a social-media data and analytics firm:
Brad Fay (firstname.lastname@example.org) is senior consultant and recipient of an ARF Grand Innovation Award for word-of-mouth (WOM) measurement.
Ed Keller (email@example.com) is chief executive officer and recipient of an ARF Great Mind Award. He coauthored The Influentials (Free Press/Simon & Schuster, 2003), noted as the seminal book on WOM, and with Fay wrote The Face-to-Face Book (Free Press, 2012).
Rick Larkin (firstname.lastname@example.org) is chief analytics officer. Larkin and Fay authored the JAR Best Practitioner Paper for 2017 analyzing online and offline conversations.