word of mouth, case study, spain

How WOMM Affects Digital: Spain Case Study

We all know the importance of word of mouth for any business – whether it’s an established brand or a startup, WOM is the most valuable (and most elusive) type of earned media. When it comes to digital marketing, the WOM possibilities are endless. With the right campaign, your brand has the opportunity of reaching millions of potential customers within days. Yet even with such exposure, your boss will inevitably ask the question: how does this translate to sales?

Interestingly enough, you can now cite the entire country of Spain as a case study, thanks to research from Cetelem and eMarketer.

So what are the key findings? According to the study:

  • 62% of digital consumers rely on advice from friends, family, and acquaintances.
  • 54% of consumers get their product information from blogs and forums.202484
  • Almost 30% of respondents make a digital purchase at least once a month.

  • 65% of respondent have made purchases for leisure/entertainment, followed by 63% for travel, and 55% for fashion.

In short, the digital market is huge, and it is driven largely by word of mouth. Blogs also clearly play a significant role in the spreading the buzz, so why not try a catchy blogger review campaign to get people talking?