For Marketing Leadership Professionals (Length: 7 pages)

This is a Consumer Technographics document

October 30, 2007

Demystifying The WOM Consumer

An In-Depth Look At Those Who Give And Receive Product Advice

by Lisa Bradner

with Cynthia N. Pflaum, Christine Spivey Overby, Sarah Glass

Executive Summary (This is a document excerpt)

Word-of-mouth (WOM) consumers represent a valuable audience for marketers. Although difficult to win over at first, two-thirds of WOM consumers display lasting brand loyalty. Marketers can win over these individuals by offering buzz-worthy products that stimulate chatter, investing in appropriate media, and rewarding these sharing consumers over time.

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Analyst: Lisa Bradner
Technology: Brand Management, Brand Tactics, Marketing & Advertising
Geography: North America
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Archived Teleconference:
Social Loyalty
Original air date: Monday, July 28, 2008
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Ratings and Comments
Rating: 8 out of 10
based on 4 ratings across all roles.
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