Word-of-Mouth Ain’t Just Blogging.

NOP World announced results of a national study uncovering where the “roots” of grassroots marketing lie. The findings reveal face-to-face remains the strongest medium for spreading word-of-mouth (W.O.M.)

When asked how they make recommendations, 80% of consumers say they make them in-person, followed by 68% who say they make them over the telephone. This phenomenon is even stronger among the Influentialssm, (the one in ten Americans who tell the other nine how to vote, where to eat and what to buy, according to over 60 years of NOP World research) with 90% of this group making in-person recommendations and 79% making recommendations by phone.

Surprisingly, the study found that less than 40% of consumers use e-mail to make recommendations to others, including via personal e-mail (37%), by e-mail forwarding (32%) or through mass e-mails (12%). While slightly higher percentages of Influentials use e-mail (personal e-mail 53%, e-mail forwarding 39% and mass e-mails 18%), face-to-face communication still far outweighs this medium.

“Despite widespread technology adoption, marketers must understand that the majority of word-of-mouth is still done at the coffee house, in the mall, over brunch or at the gym,” explains Jon Berry, Vice President, NOP World. “Although technology and the Internet play a significant role in spreading word-of-mouth, live discussions are still driving the trend.”

Conversation Catalysts

Recommendations are triggered from a variety of factors, as Americans are inspired by different forms of marketing and media. Consumers said the following contributed to a recommendation made in the past year:

“It is crucial that buzz marketing and blogs do not replace conventional print and television advertising,” explains Berry. “Companies should avoid putting all of their eggs in one marketing basket, by developing integrated plans that incorporate all media.”

Familiarity Breeds Word-of-Mouth, But So Does Geography

While respondents say they are most likely to pass along a recommendation to friends (88%), family members (87%), people who share the same interests (66%) and colleagues (61%), significant numbers also say they spread the word to neighbors (42%), community group members (42%), other consumers (35%) and fellow parents at kids’ activities (27%).

Word-of-Mouth…A Double-Edged Sword

Although generating W.O.M. is crucial to any marketing campaign, criticism can be spread as easily as recommendations. More than 40% of Americans share their negative opinions about travel (51%), health and fitness issues (50%), technology (48%), TV programs (46%) and investments (41%).

“Word-of-mouth can be extremely powerful, but it is not a one-way street,” explains Berry. “Disgruntled consumers are ready, willing and able to use this medium, and companies must take steps to identify, reach out to and pacify this group.”