WoM: Influencing the Influencers - How Marketers can use Online Media and Advertising to Impact Word of Mouth

(c) 2006 Word of Mouth Marketing Association. You may share this presentation if it is not altered in any way.

This presentation is from:

Learn more about WOMMA and how we can help you improve your word of mouth marketing program at www.womma.org.

Influencing the Influencers:How Marketers can use Online Media and

Advertising to Impact Word of MouthA DoubleClick Touchpoints IV report

Rick E. BrunerDirector of Research and

Industry Relations

Slide 3

Who Is DoubleClick?

• Leader in digital ad technology services• Ad serving• Rich media• Video• Search marketing

• 21 offices worldwide

• 1,000 employees

• Hundreds of customers

Slide 4

Touchpoints study framework: understanding the purchase decision cycle

• 15 product categories

• Key phases of purchase cycle

• Influencers

• Emerging media

• Ad attitudes

• UK, Germany, France

Awareness

Learning

Decision

Slide 5

Influencing the Influencers: Key Conclusions

• Influencers cite web ads as key shopping aid

• Influencer behavior varies by product category

• Influencers are ad savvy

• Influencers love digital media

Slide 6

How we defined ‘Influencers’

• I am an expert in certain areas (such as because of my work, hobbies or interests)

• People often ask my advice about purchases on subjects on which I am knowledgeable

• When I find a new product I like, I often recommend it to friends

• I have a large social circle and am often referring people to one another based on their interests

• I am active online with things such as blogs, social network sites, email discussion groups, online community boards and so on

Slide 7

Websites, stores and word of mouth lead key influencers

Which of the following most influenced your decision to purchase this product? (Choose one)

% o

f res

pond

ents

Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121

18%15%

14%11%

6%4% 3% 3% 3% 3% 3% 2%

0% 0% 0%

Web

site

Saw

in S

tore

Wor

d of

Mou

th

Cat

egor

y In

fluen

cer

Sal

es P

erso

n

TV A

d

Mai

l/Cat

alog

New

s/En

t. M

edia

Emai

l New

sl.

Sea

rch

Engi

ne

Web

Ad

Mag

/New

sp. A

d

Rad

io A

d

Out

door

Ad

Tele

mar

ketin

g

Slide 8

Corporate sites account for half of what kind of websites influence most

MOST INFLUENCED: Which best describes the type of website? (Choose one)

% o

f res

pond

ents

48%

16%9%

5% 4% 4% 2% 2% 1% 0% 3% 5%

Cor

p. s

ite

Com

para

tive

site

E-c

om S

ite

Pro

revi

ew s

ite

UG

C re

view

site

Porta

l

Com

mun

ity s

ite

New

s si

te

Onl

ine

Auct

ion

Blo

g

Oth

er

Don

't R

emem

ber

Source: DoubleClick Touchpoints IV, 2006; respondents who cited “web sites” for “most influence,” N=1,203

Slide 9

Auto influencers value manufacture and review sites; comparison and blogs not so much

0%

10%

20%30%

40%

50%

60%

Man

ufac

ture

's s

ite

Pro

revi

ew

Con

sum

er re

view

Por

tal

Aut

o st

ore

site

Com

paris

on s

ite

New

s S

ite

Com

mun

ity s

ite

Auct

ion

Blog

Influencers

Non-influencers

Source: DoubleClick Touchpoints IV, 2006; Auto Buyers who cited “website” as influenceInfluencers, N=57; Non-influencers, N=223

Which best describes the type of website?

% o

f res

pond

ents

Slide 10

For influencers, websites and web ads much more important

How did you further learn about the product you purchased?

% o

f res

pond

ents

Source: DoubleClick Touchpoints IV, 2006; all product categories; total sample, N=6,121; Influencers, N=1041; Non-influencers, N=5,080

0%5%

10%15%20%25%30%35%40%

Web

site

Web

Ad

Saw

in S

tore

Sea

rch

Engi

ne

Wor

d of

Mou

th

Sal

es P

erso

n

Cat

egor

y In

fluen

cer

Mag

/New

sp. A

d

TV A

d

New

s/En

t. M

edia

Mai

l/Cat

alog

Em

ail N

ewsl

.

Rad

io A

d

Out

door

Ad

Tele

mar

ketin

g

Non

e of

the

Abo

ve

Influencer

Non-Influencer

Slide 11

Influencers research, make informed buys

Which of the following most influenced your decision to buy the product you purchased?

% o

f res

pond

ents


0%

5%

10%

15%

20%

25%

Web

site

Wor

d of

Mou

th

Saw

in S

tore

Cat

egor

y In

fluen

cer

Sale

s Pe

rson

Mai

l/Cat

alog

TV A

d

Web

Ad

Sear

ch E

ngin

e

New

s/E

nt. M

edia

Em

ail N

ewsl

.

Mag

/New

sp. A

d

Rad

io A

d

Out

door

Ad

Tele

mar

ketin

g

Influencer

Non-Influencer

Slide 12

For telecom products, WOM is key channel of influence

Which of the following most influenced your decision to make this telecommunications service purchase?

% o

f res

pond

ents

Source: DoubleClick Touchpoints IV, 2006; Telecommunications Products Buyers, N=469

23%18%

16%

10%

3% 3% 2% 2% 2% 2% 1% 0% 0% 0% 0%

Wor

d O

f Mou

th

Saw

in S

tore

Web

site

Sal

es P

erso

n

TV A

d

Cat

egor

y In

fluen

cer

Sea

rch

Eng

ine

Web

Ad

New

s/E

nt. M

edia

Pos

tal A

d

Mag

./New

spap

er A

d

Em

ail N

ewsl

ette

r

Rad

io A

d

Tele

mar

ketin

g

Bill

boar

d

Slide 13

Consumer electronics buyers do research online, in stores and with friends

Which of the following most influenced your decision to make this electronics brand or product purchase?

% o

f res

pond

ents

Source: DoubleClick Touchpoints IV, 2006; Consumer Electronics Buyers, N=483

23% 22%18%

8%6%

4%2% 2% 2% 1% 0% 0% 0% 0% 0%

Web

site

Saw

in S

tore

Wor

d of

Mou

th

Sal

es P

erso

n

Sea

rch

Eng

ine

New

s/E

nt. M

edia

Mag

./New

sp. A

d

Web

Ad

Ele

c. C

onsu

ltant

TV A

d

Pos

tal A

d

Em

ail N

ewsl

ette

r

Bill

boar

d

Rad

io A

d

Tele

mar

ketin

g

Slide 14

Movie goers watch the little screen

Which of the following most influenced your decision to see this movie?

% o

f res

pond

ents

Source: DoubleClick Touchpoints IV, 2006; Movie Ticket Buyers, N=463

19%17%

15% 14% 13%

3%1% 0% 0% 0% 0% 0% 0% 0% 0%

TV A

d

Wor

d O

f Mou

th

Mov

ie C

ritic

Pro

mo

in T

heat

er

New

s/En

t. M

edia

Web

site

Web

Ad

Sear

ch E

ngin

e

Emai

l New

slet

ter

Mag

./New

spap

er A

d

Rad

io A

d

Tick

et C

lerk

Bill

boar

d

Pos

tal A

d

Tele

mar

ketin

g

Slide 15

For consumer packaged goods, WOM follows only store shelves for influence

Which of the following most influenced your decision to purchase this product?

% o

f res

pond

ents

Source: DoubleClick Touchpoints IV, 2006; Personal Household Care Products Buyers, N=504

27%

18%

12%9% 8%

4% 3% 2% 2% 1% 1% 1% 1% 0% 0%

Saw

in S

tore

Wor

d O

f Mou

th

TV A

d

Web

site

Mag

./New

spap

er A

d

New

s/E

nt. M

edia

Sal

es P

erso

n

Sea

rch

Eng

ine

Pos

tal A

d

Cat

egor

y In

fluen

cer

Web

Ad

Em

ail N

ewsl

ette

r

Rad

io A

d

Tele

mar

ketin

g

Bill

boar

d

Slide 16

Doctors and pharmacists overwhelmingly dominate pharmaceutical influence

Which of the following most influenced your decision to purchase this prescription drug?

% o

f res

pond

ents

Source: DoubleClick Touchpoints IV, 2006; Prescription Drugs Buyers, N=471

91%

2% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

Dr.

or P

harm

asis

t

Wor

d O

f Mou

th

TV A

d

Web

site

New

s/En

t. M

edia

Sear

ch E

ngin

e

Bill

boar

d

Mag

./New

spap

er A

d

Emai

l New

slet

ter

Pos

tal A

d

Web

Ad

Sal

es P

erso

n

Rad

io A

d

Saw

in S

tore

Tele

mar

ketin

g

Slide 17

Automotive influencers rely more on web than dealership for research

0%

10%

20%

30%

40%

50%

Web

site

Dea

lers

hip

Sal

es P

erso

n

Sea

rch

Engi

ne

Wor

d of

Mou

th

Saw

on

Stre

et

TV A

d

Mag

/New

sp. A

d

Web

Ad

New

s/E

nt. M

edia

Mai

l/Cat

alog

Rad

io A

d

Out

door

Ad

Emai

l New

sl.

Tele

mar

ketin

g

Influencer

Non-Influencer

How did you further learn about the car model you purchased?

% o

f res

pond

ents

Source: DoubleClick Touchpoints IV, 2006; Auto Buyers, N=458; Auto Influencers, N=81; Auto Non-influencers, N=377

Slide 18

Influencer air travelers rely more on websites, web ads, search, print ads; less so TV

How did you further learn about the air offer you purchased?

% o

f res

pond

ents

Source: DoubleClick Touchpoints IV, 2006; Air Ticket Buyers, N=464; Airline Influencers, N=62; Airline Non-influencers, N=402

0%

10%

20%

30%

40%

50%

Web

site

Emai

l New

sl.

Web

Ad

Sea

rch

Engi

ne

Mag

/New

sp. A

d

Wor

d of

Mou

th

New

s/E

nt. M

edia

TV A

d

Mai

l/Cat

alog

Out

door

Ad

Airp

ort

Trav

el A

gent

Rad

io A

d

Airl

ine

Rep

Tele

mar

ketin

g

Influencer

Non-Influencer

Slide 19

Influencers engage with ads but want control


Question: Please indicate how often you take the following actions with regard to advertising

[Shown: “All the time” and “Frequently”]

18%

18%

33%

35%

44%

57%

30%

30%

40%

51%

64%

67%

Notice a web ad, do not clickbut visited the advertised site later

Notice a web ad then checked out theproduct later in a physical store

Use TiVo or other digital video recording deviceto fast-forward through ads

Discuss a product/service with a friend/familymember after seeing an ad

Do further Internet research as a result of seeing/hearing an ad on TV, the radio or in a magazine

Delete or clear web "cookies" from my computer

Influencers

Non-Influencers

Slide 20

Influencers recognize value in ads


Question: For each of the following statements, please indicate how strongly you agree or disagree, where 1 means "strongly disagree" and 5 means "strongly agree."

[Shown: "agree strongly" plus "agree moderately"]

18%

11%

18%

31%

35%

47%

53%

63%

20%

21%

30%

41%

53%

62%

69%

76%

I dislike all forms of advertising

I am likely to pay attention to ads in video format on web pages

I want online ads to learn about me and make themselvesmore relevant, like on Amazon

I want advertisers to count how many times I've seen online adsso I don't see the same ones over and over

Advertising often provides useful information for consumers

I am grateful that a lot of the information and entertainment I enjoy (such as TV, magazines, Internet) is cheaper or free

because of advertising sponsorship

I prefer ads when they have detailed informationabout the product's benefits

When I’m planning to buy a particular product or service,I pay more attention to relevant advertising

Influencer

Non-influencer

Slide 21

Influencers love all media, especially the Internet

39%

15%10%

2% 1%

23%

11%8%

1% 1%

Internet TV Radio Magazines Newspapers

Influencer

Non-influencer

Question: How much time would you estimate you spend with each of the following types of media?

[Shown, highest category: 5+ hours per day]

% o

f res

pond

ents


Slide 22

Influencers embrace emerging media

0%10%20%30%40%50%60%

Vide

o O

nlin

e

Text

Msg

ing

MP3

Pla

yer

Dow

nloa

d M

P3s

Rea

d B

logs

Onl

ine

Gam

es

Han

dhel

d W

eb

Vid

on

Dem

and

Han

dhel

d V

ideo

Soci

al N

etw

ork

Han

dhel

d E

mai

l

RS

S

Podc

astin

g

Writ

e Bl

og

Han

dhel

d G

ames

Influencers

Non-Influencers

Question: Please indicate how often you use or do the following

[Shown: "currently do this often" plus "currently do this sometimes"]

% o

f res

pond

ents


Slide 23

Conclusions

• Design ads for detail, not just awareness

• Learn how influencers are different

• Sell through prospects, not just to them

• Find influencers online and in emerging media

Slide 24

Thank YouRick BrunerDirector of Research and

Industry [email protected] 381-5521

Business

WoM: Influencing the Influencers - How Marketers can use Online Media and Advertising to Impact Word of Mouth