The partnership will help automotive clients tap the power of consumer word of mouth and advocacy, which can be a key driver of purchase decisions.

Within high consideration categories such as automotive, research from the trade association dedicated to word of mouth and social media marketing WOMMA has shown that as much as 25% of sales can be attributed to word mouth advice.   

Ed Keller, president at Engagement Labs and CEO at Keller Fay, said: “The automotive marketing landscape is increasingly cluttered, and to stand out and thrive automotive brands need to tap the power of customer advocacy. This type of earned media makes marketing investment more efficient and effective. It’s too valuable to be left to chance, and with the right strategic insights success can be managed.”

Morpace is headquartered in Detroit with offices in Los Angeles, London, and Shanghai. It conducts research in more than 60 countries and on six continents.