Yesterday I was asked whether Advocacy is becoming a more important influence on brand choice. Here are a few numbers, presented at the Marketing Week trends conference, that help to answer the question. Research from the Henley Centre … “Do you choose products or services because of recommendation” .. 1999 (61%), 2004 (75%), 2007 (77%). An analysis by Research International … consumers who have a brand recommended by friends or family are twice as likely to try that brand than those who haven’t. Finally, research presented by TNS showed that consumer cynicism in new product concepts has grown consistently in recent years…fuelling this need to turn to the ones you trust.
Advertisement
