Thursday, July 03, 2008

WOM offline prevalence vs online

Keller Fay, along with OMD, produced this challenging study showing that offline WOM is still more powerful than the online one.

This should not come as a surprise (and it is not to me, as I mentioned in my WOM and its metrics workshop) because, even if our lives are more and more entangled in the Web 2.0 context, a vis-a-vis chat with a friend or a relative is far more credible and positive.
And positive is the crucial word in this research.
Because when we talk vis-a-vis with someone we care about, most of the time is in a positive way and our advice are directed towards positive experience with a brand or a product.
Online conversation are far more a wall of shame. We get online to cry to the world our disappoint for a bad experience.

That's why the two worlds, online and offline, should be tackled with a global view.
And that's why this research should not be read as a good reason to postpone any online activity.

No comments: