Buzzer: Word-of-mouth marketing establishes itself in Swiss marketing

According to the agency, online word of mouth (WoM) is playing an increasingly important role. Their latest study shows what is important here. Although the largest proportion of word-of-mouth communication by consumers about brands still takes place offline in real life at over 80 percent, the importance of online is steadily increasing, but in a different way than one might think. New studies by Keller Fay and Google confirm that word-of-mouth conversations primarily trigger Google search queries. According to the agency, it is therefore important in word of mouth campaigns to encourage consumers to write online reviews on forums and blogs. In a study, Buzzer examined where and how which WoM buzz needs to be generated, in which over 1,000 product testers were surveyed by Buzzer on the topic of online Word of Mouth. The following findings emerged:

1. although a lot is shared on social media, online stores and review portals are still preferred over social media when searching for opinions on the Internet.

2. in terms of credibility, social media is only in fourth place and in terms of opinion-forming, a "like" is currently only important for 31 percent of respondents, while ratings, benefit assessments of tests and experiences as well as detailed reviews by consumers are considerably more important.

3. the buzzer study also shows that automated social media tools - such as the "Share" button - only make sense if relevant content is also distributed as a comment - a problem that many Facebook fan pages have that only have "Likers" but no other content. This is because like inflation means that more than 40 percent of respondents no longer pay any attention to a like.

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