A recent Nielsen report has revealed that 89% of Vietnamese consumers follow word-of-mouth recommendations from people they know when it comes to brands.
Word-of-mouth advocacy wins by large margins
Nielsen's Global Trust in Advertising survey, which polled 30,000 online respondents in 60 countries, reveals that the Philippines led the list with 91% of people trusting word-of-mouth recommendations from people they know. Second place were Vietnam and Indonesia with 89%.
According to the survey, 93% said they would buy products based on recommendations, 89% made their decision based on branded websites and 82% would decide based on TV ads.
Craig Johnson, Managing Director of Nielsen's Marketing Effectiveness and Reach Portfolio in Southeast Asia, North Asia and Pacific, said marketers would see powerful results if they know how to engage advocates in their marketing plans.
Word-of-mouth advertising requires high quality products and transparency from firms since they can attract praise and criticism alike. Lots of small firms believe that word-of-mouth advertising is a vital marketing strategy. Even with the popularity of social networks, word-of-mouth advocacy still wins by large margins due to its low cost and viral nature.
Branded websites are also considered credible sources and 75% of Vietnamese trust opinions from other online buyers.
Among online paid ads, 55% of Vietnamese trust results from search engines the most and 48% trust ads on social networks.
While online paid ads are gaining attention, traditional paid ads on TVs, and in magazines and newspapers are also still going strong and garner trust from 69% of people.
