(Length: 12 pages)
September 30, 2005
Selling To Word-Of-Mouth-Driven Consumers
How To Identify These Customers And Enable Their Communications
with Charles P. Wilson, Brian Tesch
Executive Summary (This is a document excerpt)
Word-of-mouth-driven consumers — consumers who both listen to and spread purchase-related word of mouth — present a challenge to marketers. These online consumers don't earn much, but they spend more than other online consumers, making them an attractive target for marketers. They feel strongly about how they shop, but their attitudes toward loyalty, pricing, and advertising are contradictory. How do marketers harness these word-of-mouth-driven consumers? By tapping into their natural word of mouth and stimulating it with creative and relevant offerings through communicative, entertainment-related, and shopping-related online activities.
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We analyzed data from Forrester's Consumer Technographics® 2005 North American Benchmark Study of more than 68,000 consumers. Related Research Documents
August 25, 2005, Trends
July 5, 2005, Best Practices
May 3, 2005, Trends |
Word-Of-Mouth-Driven Consumers Aren't Easily Identified
Word-Of-Mouth-Driven Consumers Have Schizophrenic Shopping Attitudes Find Documents In Related Categories |
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Original air date: Wednesday, August 27, 2008
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