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My old pals at Weber Shandwick have published this document and it's a good read - good to see Andy Brown of IDC there too - an all round good chap. What's amazing is how out of sync some marcomms folks are from their customers in terms of how customers get information about a product of service. For a long time I've been convinced that Word Of Mouth (WOM) marketing is the key in our increasingly social, connected and advertising overloaded world. Hugh's Social Object approach is a good example of WOM and Seth Godin talks about it relentlessly in his books like Purple Cow.
i.e. to have people talk about your product, have something worth talking about!
Needless to say I have forwarded the report on liberally within Microsoft :)
Another bit of related research hot off the press from Weber is some work they did in conjunction with Dr Paul Marsden from the LSE. It looks at brand advocacy (WOM) for key brands across Europe in five product categories including mobile phones, TVs, PCs, cars and spirits. The research is made up of 4,000 interviews in four European markets, and is all about positive WOM as a key driver for brand advocacy.