Forrester

Why Read This Report

Most European consumers discuss interests and brands with friends and family and in an offline context. Only then do they open the conversation to both a larger group of contacts and online channels. Thus, encouraging word of mouth among the first level of contact — with friends and family — must be at the core of European marketers' social marketing programs. Marketing leaders must coordinate online and offline word-of-mouth (WOM) marketing, with the mix adapted to one of the four sharing profiles: 1) Close-To-Homes; 2) Vocal Authorities; 3) Multichannel Sharers; and 4) Choosy Contributors.