Natalie Myers

Word-of-Mouth in the Workplace: Something to Think About

July 31st, 2008

Three weeks ago a co-worker told me about great deals she gets shopping at Target online. It immediately sparked my interest. I never thought of shopping online at a store I could easily drive to. When she told me I could return merchandise purchased online to any of the physical stores … I was sold.

When I got home I perused the clearance section of Target’s online shoe store and found the perfect pair of silver flats for only $10 with shipping. I bought them.

Silver shoe from Target

Apparently this situation isn’t isolated to MarketingSherpa staff. A recent WorkPlace Media survey conducted by BIGresearch says that coworkers’ word-of-mouth suggestions strongly influence the purchase decisions of their coworkers.

Other findings from the survey:

95.6% of at-work consumers regularly or occasionally give advice to peers about products and services

92.9% seek advice from coworkers before making purchases

For marketers, this is an opportunity to think of ways to reach consumers in the workplace. About 47% of at-work consumers indicated they research electronics online at work before making the purchase at brick- and-mortar stores. This could be an untapped niche and an opportunity for inventive online marketing programs.

Natalie Myers

About Natalie Myers

Natalie Myers writes for MarketingSherpa’s Great Minds and Content Biz newsletters. She covers a broad array of topics for Great Minds, regularly interviewing thought leaders and experienced marketers about innovative or highly successful marketing strategies. For Content Biz she focuses specifically on online subscriptions models, including anything you pay for to read, listen to, watch, rent (as in Software as a Service models), etc.

She writes blog posts about topics relating to her beats, including useful information from interviews that doesn’t make it into an article.

Categories: Branding, Consumer Marketing, Ecommerce Eretail, Online Marketing Tags: , , ,

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