Is Word-of-Mouth More Important than Advertising?
“Mad Men” popularized the glory days of advertising which dominated marketing 101 for decades. In the world of customer advocacy, digital marketing and social media, does advertising have the same clout as “Word-of-Mouth” marketing?
This is a serious question for every corporation – as they determine the budgets allocated to different marketing programs. Which will have the impact we need? What will the ROI be for each effort? Where should the “next dollar” of promotion go?
Customer Insight – the key to understanding marketing program influence and impact
A global CPG company selling through traditional channels – big box stores, grocery stores and home improvement stores – wanted to rebalance their promotional mix to the highest ROI and wanted customer input in the process. As a result, a blend of qualitative research and quantitative research was mobilized to capture the preference, influence and impact of various promotional efforts on customer repurchase and non-customer consideration and selection of the products in their category.
Shoppers and customers were interviewed, videotaped and surveyed across dozens of store locations in a national research effort. What they found was incredibly insightful and transformational for their business.
Call 1-800-549-7170 or send an email to nitin@goldresearchinc.com for a free consultation on this topic.
Gold Research is an award-winning Customer Journey Management firm with extensive experiences in B2C and B2B journey mapping, path-to-purchase research with a special focus in deploying “real-time” and behavioral/neuroscience research formats to gather in-the-moment customer insights.
Awarded by Feedspot
Gold Research, Inc. is a member of: Marketing Research Association | American Marketing Association | Blue Book | Green Book | Quirk's
1-800-549-7170 | Email Us | Privacy Policy
8000 I.H. 10 West | Suite 600 | San Antonio, Texas, 78230
Copyright © Gold Research, Inc.
Simply fill out the form to receive an email with a link providing access to our Webinar.