MarketingVOX: A new Nielsen/BuzzMetrics study demonstrates online word-of-mouth often results from large ad campaigns, reports Advertising Age.
The findings, the products of Nielsen’s BuzzMetrics and Bases services, were released at Nielsen’s Consumer 360 Conference on Tuesday. They showed a direct correlation between the size of the ad campaign and the amount of online buzz for a product.
According to the study, consumer-packaged goods were not often the subject of buzz. Big campaigns, though, are an automatic generator of conversations. Just 10 percent of products accounted for 85 percent of the CPG industry’s blog mentions. Enviga and Coca-Cola’s Coke Zero were two industry leaders, logging 100 times as many mentions as the industry average.
Bases and BuzzMetrics are working together to provide Nielsen customers with both a monitoring and predictive analysis solution. The Bases division is responsible for helping marketers test new products to divine which will be successes.
By tracking online conversations, predictions are 20 percent more accurate, Nielsen said.
Related stories:
- Newsflash: People Use Email to Communicate
- Nielsen Swallows Remainder of BuzzMetrics
- Nielsen Buzz Tool Reads Brand DNA
- Chicago Gets New WOM Agency: Zocalo
- Boomers Big on Word-of-Mouth, Not on Blogs
- Online Retailers Embrace WOM via User Reviews
- Brands Using Near-Unknowns to Ignite Buzz
