By Kelly Kovack Posted March 18, 2020

Word-of-mouth marketing is the holy grail to marketers, and MIT research shows that both online and offline customer conversations drive purchase decisions—but they require separate marketing strategies. According to Engagement Labs data and analytics, 19 percent of all consumer purchases are driven by these kinds of consumer conversations.

For the 2019 analysis of more than 600 US consumer brands across a spectrum of industry sectors and categories, Engagement Labs ranked the most-loved brands based on net positive conversations happening online (via social media) and offline (via face-to-face conversations) based on its annual TotalSocial Brand Awards series.

Only one brand, Unilever’s Dove Men + Care, managed to rank among the most positively talked about brands both online and offline.

Despite the general strength of beauty brands, several fell off the lists entirely. L’Oréal dropped off the “most loved” offline list, from number 8 in 2018 to 34 in 2019. In terms of positive online conversations, Estée Lauder fell from 8 to 46, and Neutrogena fell from 9 to 73.

Read the full Beauty Matter article, here.

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