Doremus and the Tuck School of Business Join Forces
|Airlines||Health Insurance||Personal Computers|
|Enterprise Software||Network Communications||P&C Insurance|
Business decision-makers and consumers were asked to recall and rate communications across all eight attributes. Then they were asked to what degree these communications would actually influence buying behavior in terms of wanting to find out more about the company’s product, buy it, or recommend it to others.
In terms of overall persuasion scores, there was very little homogeneity across the nine industries and as the chart below suggests, within industries some companies were clearly more adept at hitting the right communication chords than their competitors.
Industries perform differently: Average Persuasion Scores
(each bar represents a single company)
What this study means for you: Never has the communication landscape been more complex, and never has the pressure to link communications efforts to true behavior changes been greater. Now there are tools to help companies understand this complex environment and how changes in communication behavior can increase the effectiveness of their programs.
To learn more about how you fared against your competitive set, please contact Matt Broom, President of International, at 212-366-3079 or firstname.lastname@example.org.