Family, Friends Most Influential on Shoppers

Word-of-mouth–especially from family and friends–leads the pack in terms of
influence on brand choice, but marketers still face a major challenge making it
scalable, according to new data from Publicis media network ZenithOptimedia. As
powerful as it may be, “we as an industry are not doing as good a job as we
could do in generating it,” says Bruce Goerlich, ZenithOptimedia’s president of
strategic resources, North America.

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Family, Friends Most Influential on Shoppers – Advertising Age – MediaWorks
NEW YORK (Adage.com) — Recommendations from family and friends trump all other consumer touchpoints when it comes to influencing purchases, according to new data from Publicis media network ZenithOptimedia.

The data comes from ZenithOptimedia’s Touchpoints ROI Tracker, a
comprehensive project comprising over 300,000 interviews across 34
countries and covering more than 4,000 brands in 126 product and
service categories.