Marketers Underestimate Word of Mouth, Overestimate Influencers: Report

Marketing and business communications company R.R. Donnelley & Sons Company has released a study which reveals that traditional marketing channels, including word of mouth, direct mail, and in-store signage, are largely untapped and underestimated by marketers. The research uncovers significant differences between marketer assumptions and what consumers actually say influences their brand awareness and purchase decisions.

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