The kids at Keller Fay Group are at it again. And this round of research is pointing to (if memory serves me correctly) an actual INCREASE in offline word of mouth. Again, if I’m remembering correctly, when I first started giving presentations on the subject, it was at 92%. Then it dropped in recent years to 90%. And now it’s back up to 93%. As they see it, online word of mouth includes email, text/im and social network sites.
The numbers for teens are a little different, but still may be surprising to you, because 85% of teen word of mouth happens offline.
You can read the full MediaPost article here.
I was asked a while back what I thought the agency of the future would look like. “You think I’m going to say digital, don’t you? I’m not. The agency of the future will be the one that is willing to roll up their sleeves, get their hands dirty and figure out how and why people connect OFFline. Let’s face it, 92% of WOM happens offline. Digital is getting to be the easy part. And those are tools. Just tools. We are humans. And we crave real interaction. The rise of offline focus – and I’m not talking traditional advertising – is coming.”
We’ve got to keep our eye on the ball, people. Shiny objects be damned. There is a balance between online and offline. And it’s our jobs to find it. I’m thinking it’s not a 50/50 split, either. So if your offline efforts aren’t working, don’t be so quick to shift your entire budget to online, because there’s a bigger problem that you might want to deal with first.