Word of mouth (WOM) still has the biggest influence on consumers’ shopping journeys and is the main way people share recommendations about what they buy, according to research from Are Media.
The Heart of Influence research study, conducted in partnership with the strategic insights business Pollinate, set out to uncover the most important elements when it comes to brands being successful with WOM marketing, a historically difficult source to influence in paid media.
It unearthed what Are Media has called 'the three Cs': clout, curation and confidence.
Clout refers to leveraging trusted experts; curation involves tapping into the zeitgeist, allowing for the discovery of new and beloved items; and confidence is about empowering individuals to share their purchases, whether for homewares, fashion or beauty.
Are Media director of sales, Andrew Cook, said this study really showed the changing nature of online shopping today, and how in a digital space dictated by algorithms that favour attention and not intent, marketers need to refocus on how they genuinely connect with, and influence, potential customers.
"The first step is understanding the most important elements of word of mouth," he said.
“In a market where eCommerce is saturated and advertising budgets are under pressure, marketers have a unique opportunity to leverage Are Media’s omnichannel brands and content commerce capabilities,” he said.
Are Media’s head of research, Natalie Bettini, said the study underscores the need for brands to continuously cultivate and accumulate their influence.
"Authenticity stems from familiarity and loyalty, and WOM plays a critical role. A recommendation or endorsement from a trusted source can significantly amplify a brand’s influence," she said.
Pollinate CEO and founder, Howard Parry-Husbands, said the act of searching and sharing by consumers is a state of gardening, where they are gathering knowledge, sifting through the volume and deciding what is trusted.
"For brands to become present and relevant in the lives of consumers and their conversations, they need to be constantly watering the garden, that is, cultivating and accumulating influence," he said.
“Magazine brands have come out as a strong winner when it comes to delivering word of influence through the three Cs. The research clearly shows magazine brands are a trusted source of recommendation in a cluttered media landscape.”
The Heart of Influence research also explored the impact of mood, context, and the factors behind the decision to buy across five key categories: travel, beauty, fashion, large furniture and small home accessories.
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