Word-of-Mouth Marketing Proves Advantageous for Brands
Word of mouth is a massive driver of consumer decision-making, according to the “Water Cooler Report,” a new study released by WorkPlace Impact, a Mentor, Ohio-based leader in workplace marketing. Prepared by the Keller Fay Group, a market research company specializing in word-of-mouth (WOM) marketing and social influence based in New Brunswick, N.J., the report is said to be the first ever to quantify and bring attention to conversations about brands that happen at work, around the proverbial water cooler.
Among all consumers ages 18-60, 12% of their conversations about brands occur “at work,” the study says. That share of brand discussions doubles to 25% when looking at full-time employees and at conversations that happen Monday through Friday, which translates into nearly a billion instances in which people are exposed to brands at work through word of mouth.