Word of mouth. That´s the way 41 percent of shoppers say they make decisions on electronic purchases. And the word doesn’t even have to come from the mouth of a friend or family member. Many shoppers say they consider the thoughts of strangers who write online product reviews. Thirty-three percent of shoppers say that news articles and product reviews help them make buying decisions about electronics.
Which is not to say that old-fashioned advertising doesn’t work. Twenty-seven (point seven) percent of consumers surveyed by BIGresearch for the Retail Advertising & Marketing Association (RAMA) say they consult newspaper inserts and online ads for help with electronic purchases.
Word of mouth also has a role in apparel purchases, where 31.4 percent of consumers say they are influenced by what others say. More advertising methods impacting apparel purchases are newspaper inserts, 27.8 percent; direct mail, 21.9 percent; and coupons, 20.7 percent.
What does this mean for retailers? It means that it is wise to use several different kinds of marketing and advertising, says Mike Gatti, executive director of RAMA, a division of the National Retail Federation.
Retailers might also consider their markets because, the RAMA survey indicates, older shoppers tend to rely more on traditional media — television, newspaper and radio — while younger shoppers more often use new media, things like cell phones, instant messaging and MP 3 players. More than 22 percent of shoppers between the ages of 18 and 35 use TiVo to record their favorite TV shows, so it’s likely they aren’t even seeing the commercials.
’tis the season to consider changing or supplementing your advertising program.