Blair Stover believes that brand recommendation is an invaluable component of any marketing plan, and that knowing why and how consumers use brand recommendations will lead to the creation of more effective marketing campaigns.
According to Nielsen research, consumers report that word of mouth, search engine ads and banner ads as influencing factors in their purchasing decisions, most notably word of mouth. In fact, Nielsen reports that 92% of consumers report that word of mouth and recommendations from people they know are the leading influence in making a purchase. Therefore, it’s extremely important to tap into that power of recommendation when promoting a product or brand, or your company as a whole.
Many companies utilize a Net Promoter Score (NPS), which illustrates how likely one is to recommend a specific brand, product or company. Brand recommendations from friends can come in the form of YouTube video reviews, positive product reviews and friends’ “liked” Facebook pages, as well as such offline sources as family members and friends. Personal recommendations happen on a constant, daily basis, and companies must realize how essential these recommendations are from an overall marketing standpoint, and how essential it is for customers to make such recommendations to their peers, friends and family members.
Therefore, companies must make an effort in finding their customers and making sure they want to recommend a product or brand. An effort that will kick start a word-of-mouth recommendation process and hopefully lead to increased product recognition and purchase.