NEW YORK, June 2, 2015 /PRNewswire/ -- Word of mouth experts the Keller Fay Group today announced the creation of Word of Mouth Influencer Segments in collaboration with Nielsen. The Word of Mouth Influencer Segments are now available through Nielsen Audience Segments and will enable advertisers to reach audiences most likely to amplify their marketing efforts. The solution leverages consumer online activity, as measured by Nielsen, with consumer conversations about products, services and brands from Keller Fay's TalkTrack® – the most comprehensive ongoing study of word of mouth.
The new service includes approximately 200 word of mouth segments which span 12 categories, ranging from Automotive to Financial Services to Consumer Packaged Goods. Examples of the consumer segments that marketers direct their advertising to include those who engage in word of mouth conversations about an advertiser's category or brand, Conversation Catalysts® (consumer influencers who stand out because their impact on buying decisions is significantly greater than the average consumer), and consumers engaged in conversations about specific political issues.
"Independent research done for the Word of Mouth Marketing Association (WOMMA) shows that consumer conversations and recommendations drive $6 trillion in annual consumer spending. We also know that digital channels drive about a quarter of those conversations," said Brad Fay, COO of Keller Fay Group and Past Chairman of WOMMA and co-author of The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace. "By precisely targeting consumers who are already engaged in word of mouth conversations about a category or brand, advertisers can trigger more word of mouth momentum and optimize the reach and effectiveness of their ads."
"We are excited to share with the market this unique audience segment in collaboration with the Keller Fay Group," said Andrew Feigenson, Managing Director, Digital, Nielsen. "As the media buying landscape continues to evolve, our goal is to create insightful audience-based segments that enable the industry to evaluate and maximize their marketing decisions."
For more information contact Keller Fay.
About Keller Fay Group
The Keller Fay Group is a market research company specializing in helping brands to maximize their marketing effectiveness through word of mouth (WOM) advocacy. It is the only firm that regularly monitors offline conversations, which independent research finds are a significant driver of sales with twice the impact of online conversation. For more information, explore kellerfay.com.
SOURCE The Keller Fay Group