84% of Online Word of Mouth starts with info in Traditional Media

19 Dec

MS&L Survey Uncovers Drivers of Digital Influence and Reveals How Information is Shared Online

A new research study fielded among nearly 1,000 digital influencers demonstrates that traditional and online media are both important sources when it comes to sharing news. The study, developed by IM MS&L, MS&L’s influencer marketing practice to determine how to construct effective online influencer campaigns, in conjunction with leading research firm Ipsos Public Affairs, finds that traditional media play a vital role in igniting the process that leads influencers to share information online and via word of mouth.

More than eight in ten influencers say they often go online to find out more after reading something in a magazine or newspaper (84%) or hearing something on TV or the Radio (84%.) These traditional media sources help shape public opinion in the complex world of online influence.

“This research supports the need for influencer marketing campaigns to leverage both traditional and online tools to connect with consumers,” said Renee Wilson, deputy MD of MS&L New York and director of the agency’s IM MS&L practice.

(Source: MSL News Release, 11/16/08. Full release: http://www.mslworldwide.com/in-the-news/press-releases/traditional-media-sparks-word-of-mouth)

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