According to the Nielsen Global Trust In Advertising Survey, 92% of people trust recommendations from friends. That means if you aren’t receiving word-of-mouth recommendations for your business, you’re missing out on the single most effective and trusted means of attracting new clients. And despite the prolific influence of social media on modern society, an extensive fact base has been established by marketing researchers that reveals that the vast majority of sharing of information about brands is actually offline, rather than online. While going about our day to day, we engage in many conversations that often lead us to the exchange of ideas regarding brands, products and services – sometimes those recommendations are obvious in our conversations, yet other times extremely subtle. According to research, “more than two-thirds of those conversations we participate in involve a recommendation to buy, consider or avoid a brand.” Therefore as you can see, word-of-mouth communication is a critical part of the consumer decision making process.
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