CINCINNATI, Ohio (Sept. 26, 2005) -- Consumer trust toward traditional advertising is being challenged by growing confidence in consumer-generated-media (CGM) and the recommendations of other consumers, according to a new study of consumer behavior by Intelliseek Inc., a leader in word-of-mouth measurement.
A follow-up to a 2004 "Trust in Advertising" study, the "2005 Consumer-Generated Media (CGM) and Engagement Study" finds that, compared to traditional advertising, word-of-mouth (WOM) behavior continues to grow in importance in consumer awareness, trial, and purchase of new products.
Consumers are 50 percent more likely to be influenced by word-of-mouth recommendations from their peers than by radio/TV ads – a slightly higher level of influence/trust than found in the 2004 study co-authored by Intelliseek and Forrester.
Obviously Intelliseek has a vested interest in promoting this point of view; but I think this in on track. The smart way for companies to tap into the blog phenomena is to encourage their employees to blog and link to the influential blogs in their industry. No astroturf, just let nature take its course.