Mars Opinion

　　最近发现不少收藏的网址失效……所以还是拷贝下来吧。

　　简单讲下面这篇内容为：口碑营销主要还是通过面对面的交流传播信息，其次是电话，较少通过Email这种东西。

（转载自 http://www.emarketer.com/Article.aspx?1004377)

DECEMBER 18, 2006

It is still a good idea to look someone right in the eye.
The Internet has been highly promoted as a word-of-mouth (WOM) medium, but according to Ed Keller, CEO of the Keller Fay Group, the majority of WOM conversations take place where they always have, offline.Fittingly, Mr. Keller’s remarks were spoken at the “Word of Mouth Marketing Summit & Research Symposium,” and reported by MediaPost.According to Mr. Keller, a study by the Keller Fay Group found that nearly 90% of WOM conversations are still spoken, with 70% of them occurring face to face and 19% on the phone.Only 4% of WOM conversations are conducted via e-mail, and another 3% are conducted via instant messaging.

Obviously, the old medium of in-your-face conversation is still winning, uh… hands down.

The study did find, however, that the Internet is effective at inspiring WOM conversations — only TV is more effective.

Television inspires 11% of WOM conversations, the Internet 9%, with other media far behind.

As a whole, WOM seems to be growing in influence. The poll found that it was valued one and a half times more than it was in 1970, and twice as much as traditional media.

For more on WOM, read eMarketer’s E-Mail and Word-of-Mouth: Connect with Your Best Customers report.