Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline
Learning From Winners: A Showcase of Award-Winning Research
With the rise of social media comes a floodgate of new research marketing possibilities – but will it really impact your brand?
This 2017 Journal of Advertising Research winner for the best practitioner paper helped us to hone in on the relationship between social media and real-world conversations and outcomes for brands.
Key Insights:
- Conversation to sales attribution is 19% on average
- Virtually no correlation between the offline and online!
- Volume most impactful for offline; sentiment for online…
- Sales impact starts ~8 weeks out, but accelerates close to purchase
- 25% of media’s impact comes through conversations.
- More & better conversations leads to big potential increase in the bottom line
- Conversations are your asset, don’t let them languish.
To view this paper, please visit: http://www.journalofadvertisingresearch.com/content/57/2/132
Presented by:
Brad Fay – Chief Commercial Officer, Engagement Labs
Rick Larkin – Vice President, Analyics, Engagement Labs