27 June 2011 | Author: N. Hamilton Media copywriter

Google says brand-savvy word-of-mouth's turned web

Google says the web's changing the way we talk about brands.

Data published by Mountain View's mad men shows that US web users collectively clock-in over 2.4 billion brand-based conversations every day - and consumers are becoming increasingly more likely to talk about or recommend a brand after searching online.

So much so that Google claims to directly inform over 146 million brand-based conversations every day, with each conversation resulting in 1.4 impressions - figures all the more impressive given that 94 per cent of word-of-mouth brand impressions occur offline.

And that's not all, as the seraph said search impacts over 15 per cent of all word-of-mouth conversations - with word-of-mouth impressions generated by Google search thought to be 25 per more credible and 17 per cent more likely to result in a purchase than word-of-mouth impressions generated through social media channels.

Google's also reported that the internet has fast-become the "leading spark" of word-of-mouth conversations - with 3.3 billion brand mentions occurring online daily - as well as the resource most utilised by consumers post-conversation.

"More than half of consumers involved in these [2.4 billion] conversations say they're likely to make a purchase based on what they talk about," Lisa Shieh of Google's Inside AdWords crew said.

"We wanted to know more about how media and the internet play into all this conversation, so we took a look at what effect the internet and search have on word of mouth.

"The study shows how media and marketing channels provided content before, during, and after consumer conversations by surveying 3,000 adults across 12 categories.

"It turns out that while most people still talk about brands face to face, their conversations are informed by the Internet more than any other media source."

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