News, 12 September 2019

When it comes to word of mouth, brands have been quick to focus on online engagement via social media and to then assume offline conversations are the same – but research shows brand conversations across different channels have almost no relationship to one another.

For a comprehensive view, brands need to measure the full conversation both on and offline, its volume, sentiment, who it is shared with and how influential the speaker is, says Matt Dodd, MD/Analytics, Kantar.

Writing for WARC, he explains that “not only do people tend to discuss different types of brands [across different channels], but their sentiment for the same brand may differ vastly between online and offline channels.”

Kantar and Engagement Labs analysed online and offline consumer conversations for 400 UK brands and looked at the four key metrics outlined above, with each weighted to their correlation to sales, to compare digital and offline chatter.

When the weekly averages for online and offline conversations for the brands in the study were compared, across all measures there was low correlation; only in the case of volume did the correlation level reach double digits, at 13.7%. (For more, read the full article on WARC: Getting the full picture: Understanding the link between online and offline brand chatter.)
 

Read the full WARC article, here.

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