Beverage industry losing word of mouth advertising
The US beverage industry does not fully utilise advertising and marketing to drive word of mouth, according to a market research consultancy.
According to results from the Keller Fay Group, at least one form of advertising or marketing is cited as a source of information for brands in general during 47 per cent of consumer conversations. However, only 38 per cent of conversations about beverages include mention of advertising or marketing as an information source, reports the consultancy.
“Beverage brands should ask themselves what they can do differently in developing ads and media which are ‘talkworthy’,” said Brad Fay, COO of the the consultancy and author of the study. “These findings demonstrate that beverage brands are missing out on key conversation drivers,” he added.
