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The Keller Fay Group and AT&T Mobility presented a case of study about word of mouth marketing
Patricia Molina| 19 de septiembre de 2014
The Keller Fay Group y AT&T Mobility presentaron caso de estudio sobre la publicidad de boca a boca
The Keller Fay Group recently partnered with AT&T to share with the industry a case study on the impact of Word of mouth in the business. The results show that word of mouth is a powerful driver of sales. However, the sales floor is the #1 choice for effective advertising of products and services from AT&T, but word of mouth is second.The research TalkTrack of The Keller Fay Group reveals that 90% of face to face conversations occur. Therefore, marketing plays an important role in WOM: 58% of conversations about brands are based on consumer marketing or media mix. Related to this, The Keller Fay Group noted that there is a very good reason to try to clarify the relationship between advertising and WOM in order to determine how the two can work better together, since advertising starts discussions and word of mouth provides a multiplier effect.The Director of Market Research, AT&T, Greg Pharo, was able to identify thanks to his experience that there are attitudinal and behavioral indicators that directly and indirectly create impact. “Definitely, the word of mouth is a powerful sales engine” he concluded. AT&T is one of the 10 most talked brands about in the United States; and it is also one of the largest advertisers.
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