For Marketing Leadership Professionals
(Length: 7 pages)
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.
Find Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents.
|
||||||||
Free Document
This document is currently available to all clients and guests at no cost.
If you are a registered Forrester client, please log in.
If you are not currently registered as a guest, register now.
As a registered guest, you will be able to:
- Get full access to selected complimentary reports and briefs as well as summaries of all Forrester Research.
- Opt in to receive research updates via email.
- Purchase research and Webcasts securely online.
Archived Teleconference:
Recession Marketing: Shifting Marketing Spend To Survive And Thrive
Original air date: Wednesday, May 27, 2009
Original air date: Wednesday, May 27, 2009
 |
 |
 |
Ratings and Comments
Rating:
  out of 10based on 4 ratings across all roles. |
||
 |
 |
 |
