"According to a recent report by the Keller Faye Group, less than 10% of word-of-mouth conversations happen online."

This was noted by Todd Defren, principal at PR firm, SHIFT Communications, in his recent PR Squared blog, Marketing Doesn’t ONLY Happen Online.

He goes on to reflect on how some marketers see social media marketing and its measurable clicks as “the new normal” and a replacement for traditional demand generation marketing.

Keller Faye elaborates on its revelation that 90% of consumer conversations on products, services and brands happen in face-to-face and voice-to-voice situations:

“The important implication for marketers is that brands cannot ignore the offline conversations people are having. Brands cannot rely solely on online social media marketing to spark conversations. It’s another opportunity, not the only opportunity."

Granted the Keller Faye Group report is based on B2C data, but you have to wonder: what would parallel findings show about offline B2B word-of-mouth conversations—especially the ones that generate qualified sales leads?

I have to believe findings would show the overwhelming majority of B2B word-of-mouth conversations continue to be generated by and occur around traditional marketing media like telephone calls, face-to-face meetings, networking, conferences, seminars, email, direct mail, association membership, newsletters, advertising, sponsorships, and strategic partnering.

Todd adds the following:

“More rational and experienced marketers understand that Social Media Marketing was only ever meant to be ADDITIVE, not a REPLACEMENT for their ‘traditional’ approaches.”

I couldn’t agree more.

When it comes to your products, services and marketing initiatives, what is your sense about where word-of-mouth conversations are happening—offline or online?

By Dan McDade