Having a good experience with a product is responsible for 15% of conversations around a brand, according to a study from the Keller Fay Group, versus advertising, which sparks only 5% of conversations. The study also found that almost two-thirds of consumers find brand conversations based on product experience to be credible, versus 53% who say the same of word-of-mouth-marketing messages based on marketing materials. Experience-driven conversations are also 10% more likely to drive purchases than conversations around media or marketing messages.

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