Skip to main content

Growth in Word-of-Mouth Marketing Influence


In its latest market assessment, eMarketer predicts an 8.2 percent decline in U.S. total media advertising spending in 2009, after a 3.6 percent decrease last year.

However, some channels continue to grow -- including word-of-mouth marketing. According to PQ Media, much this growth is due to the rise of new media channels, such as blogs, social networks and other social media sites.

The research firm also found that U.S. word-of-mouth marketing spending on online communities increased 26.6 percent in 2008 to $119 million.

After 37.6 percent compound annual growth from 2003 to 2008, PQ Media predicts total U.S. word-of-mouth marketing spending will continue growing. They estimate an increase of 14.5 percent compounded annually between 2008 and 2013.

Total word-of-mouth marketing spending for 2009 is estimated at more than $1.7 billion, a 10.2 percent year-over-year increase.

Consumer goods firms were the biggest spenders on word-of-mouth marketing in 2008, with a 17.4 share of the total. The food and beverage industry contributed 12.2 percent of spending. Other shares were typically below 10 percent.

Among U.S. Internet users who bought a product based on an Influencer recommendation, 34 percent said that guidance came from a friend or relative. One-quarter followed the advice of a spouse or partner.

In other research, B2B buyers tend to follow the guidance of business associates and recognized sources of qualified influence from independent blogs and groups or communities of interest on professional social networks.

Need to monitor social media but lack the budget for fee-based services? Visit my updated FREE social media tools list and do-it-yourself at no cost.

Popular posts from this blog

Global Information Security Trends for 2025

The global Information Security landscape is poised for significant growth, driven by escalating online cyber threats and the increasing complexity of digital business ecosystems.  According to the latest market study by Gartner, global spending on information security is expected to grow by 15.1 percent in 2025, reaching a total of $212 billion. This investment highlights the importance of cybersecurity and underscores the need for new measures to protect sensitive data and infrastructure from cyber threats. Information Security Market Development Several key trends illustrate the scale and scope of the spending: This growth reflects the increasing prioritization of cybersecurity across industries as organizations seek to safeguard their digital business assets and maintain trust with customers. Spending on Security Services is forecast to rise by 15.6 percent in 2025, reaching $86.07 billion globally. This growth is driven by the ongoing shortage of cybersecurity talent and the need