Word-of-mouth recommendations 'can drive sales'

Many consumers are drawn to certain brands because of word-of-mouth recommendations, according to a new study.

Research by eMarketer found that recommendations from friends were among the most effective marketing tactics, while the opinions of strangers could also have an effect.

In particular, the study highlighted the marketing potential of internet blogs, as they were found to often influence an opinion and drive purchases.

The internet was found to be increasingly important in changing people's perceptions, partially as a result of blogs, user-generated content and sites with reviews from other consumers.

Despite the effectiveness of word-of-mouth marketing, eMarketer said that inspiring consumers to spread the word was "challenging".

Debra Aho Williamson, senior analyst and author of the report, commented: "Clumsy attempts at it can do more harm than good."

Recent figures from the Interactive Media in Retail Group showed that internet shopping in the UK has grown by more than 3,500 per cent during the last six years, with 26 million people now making transactions online.

Research by the organisation also showed that four out of five internet shoppers were satisfied with their online shopping experience.

© Adfero Ltd

6 Jul 2007 14:54:53 (Source: Adfero)