Headshot of Sammy Nickalls

It turns out that despite the increasing influence of mobile, face-to-face communication is still essential for brands to succeed. But while word of mouth is undoubtedly powerful, personal experience is still king. This is all according to a study led by research firm Audience Audit and co-authored by Jay Baer and Daniel Lemin of Convince & Convert.

Consumers consider personal experience to be the most valued source of information, followed by brands they’re familiar with and recommendations from loved ones. “I’m fascinated that in this world of 24/7 digital engagement, face-to-face word of mouth is becoming more influential, not less, among those most connected,” said Susan Baier, founder of Audience Audit.

This story first appeared in the September 24, 2018, issue of Adweek magazine. Click here to subscribe.

Sammy Nickalls is a freelance writer and the former departments editor at Adweek.