June 29, 2016
by MarketingCharts

Face-to-face is still the dominant form of word-of-mouth, accounting for 72% of brand-related conversations last year, according to a report [download page] from Engagement Labs. While online conversations about brands has grown in recent years, the study notes that the “most impressive trend” over the past decade has been the extent to which digital content is referenced in brand conversations.

Indeed, last year, 24% of brand-related conversations referenced digital content, more than double the share (11%) from early 2008. This suggests that digital content is impacting offline conversations, given that most word-of-mouth is offline.

Original article here.