Word of Mouth the #1 Influence on Business Buying Decisions

Acoording to the Keller Fay group Word of mouth is the "#1 influence on business purchase decisions and is best leveraged through face-to-face marketing efforts". Still according to the survey "word of mouth has more than twice the influence of advertising, direct mail or press coverage on purchase decisions". Other favourable environments for word of mouth are seminars, conferences, events,...and the Internet. The main requirement is the degree of interactivity which occurs.