When we see an ad, it might trigger a purchase (but probably not). Word-of-mouth is the single biggest influence on consumer buying behaviour – only 12% of the population buys without recommendation.
When a customer sees your ad after receiving a recommendation from someone they trust, they are much more likely to buy.
The reality is that social listening tools only give part of the picture and online sentiment doesn’t always correlate with business success (compare Ryanair’s twitter feed with their financials). 92% of all brand conversations happen offline and can’t be tracked – until now.
When someone in your group buys something, others quickly follow suit, and those groups influence other groups. Create localised campaigns focussed on those communities to amplify word-of-mouth, to grow faster and more effectively.
Natalie is the brand director for a challenger subscription box service for families. Her product is expensive and she’s struggling to take market share, despite a strong community of social media advocates.
She has a limited budget, has tried small activations where she’s guessed the best locations, and no idea of how to measure the success of her brand campaigns.
“Let’s start by analysing Natalie’s sales data, to give a snapshot of where people are already talking about her brand. By this, I don’t mean her social media community – I mean where people are making recommendations to their friends and family.
Our portal would then generate AI-powered recommendations on where Natalie should focus her brand spend, as well as monthly measurements. Natalie could use these insights to:
In our free keyword strategy guide, Ed Barter, lead data scientist at Herdify, explains why brands that maintain or invest in keyword spend are more likely to win the 2023 marketing race.