Buzz marketing is the rising and traditional advertising has lost adherents, credibility and acceptance is not by chance, results from several studies that demonstrate this fact: 67% of purchases are influenced by the Buzz. McKinsey Etudier 2000. Influence 1 for choosing a flight, hotel, or rent a car: the buzz of consumers. Steffan Lehnhoff, Guatemala City Guatemala: the source for more info. 2000 Travel Association investigation. Over 50% of people who go to the movies, choose the film depending on their surroundings. "Anatomy of Buzz 2000 study Consumers have 10 times more likely will be influenced by the buzz than by advertising (print or TV) Euro-RSCG Research 2002 The most decisive influence on the act of purchase, consumers comes from the relationship marketer-consumer and consumer-Malcolm Gladwell – The Tipping Point 40% increase in TV budgets in 10 years by 50% of audience! 37% of all investment in pub TV is useless McKinsey: Continuing Decline in TV Selling Power Traditional advertising is losing credibility. For example, 76% of consumers do not trust what they say makes All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World, by Seth Godin The strongest influence on purchasing act comes of consumer-consumer relationship, not marketer – consumer Malcolm Gladwell – The Tipping Point The receiver of the references coming directly from word-of-mouth tends to believe that the issuer has is speaking honestly and does not have an ulterior motive Grewal, R., TW Cline, and A.
Davies, 2003. Early-Entrant Advantage, Word-of-Mouth Communication, Brand Similarity, and the Consumer Decision-Making Process. Journal of Consumer Psychology 69% of consumers in a product estarianinteresados to avoiding or blocking advertising Yankelovitch 2005, Marketing receptivity study Of the 15 sources of information believed to be the most credible, the recommendation of a friend is first, advertising traditional to last! New York Times 2005 19% of consumers choose a brand solely on the basis of the recommendation.