Take my word for it. Word-of-mouth advertising in the digital age.
The National Retail Federation has published results of a recent study about what will influence us to buy this holiday season.
A whopping 41% of shoppers surveyed said they were most influenced by word of mouth – even when it was the word of a complete stranger who offered product reviews and opinions online. In the survey, 33% said their holiday electronics purchases would be influenced by online reviews. When it comes to clothing, word of mouth is a big factor, too. Over 30% said word of mouth was an influencer.
Online retailers that allow for a consumer review are putting these kinds of statistics to good use. On Zappos, the (best) online shoe store, I have actually altered my purchase based on online reviews. Amazon.com has used consumer reviews and lists for a long time, and has developed a whole community based on that. Many other retailers understand the strength of word of mouth and have incorporated it into their business model. Those that have not, should.
But what about blogs? I look at blogs as another way to gather information about what works and what doesn’t. I weigh that advice against other reviews and take it for what it is – a writer’s subjective opinion.
What will influence your choices this holiday season? Take my word for it. Word of mouth will play a part.
Advertising, Word of Mouth, Blogs, Amazon.com, Zappos
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