Spending too much on Digital?
April 27, 2008 by wordofmoss
Marketing Week 24/4/08 covers an interesting survey just released by Millward Brown into WOM. For me one of the most interesting findings is the declining influence of company websites. Since 2006 their influence on consumer purchase decisions has decreased by five points and now less than half of respondents questioned use them as a source of information when looking for advice or information on what products to buy.
It raises an interesting question as to whether companies are spending too much on designing fabulous websites and not enough on what is truely influencing their consumers. According to Millward Brown, the vast majority of positive wom recommendations are being made off-line. Not really surprising, but easily forgotten when budget setting.
