While online social media listening often gets more attention, offline word-of-mouth also produces a major contribution to sales. What different roles do they play? How does their contribution differ by category? How can the two be best managed together?
A study of 21 brands across five categories, done by Engagement Labs and Northeastern University, provides seven findings that brands can use to advantage. Overall, results showed:
- Both online and offline conversations contribute to sales
- They exhibit a similar pattern regarding the timing of their impact on sales
- The drivers of each and the way in which they influence results differ
- Brands’ media presence influences conversations, especially those online