For Interactive Marketing Professionals

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	February 17, 2009 Peer Influence In An Unstable Economy Tap Consumer Trust In Each Other To Build Brand Relationships by Josh Bernoff with Cynthia N. Pflaum, Emily Bowen

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Executive Summary

Marketers should prioritize energizing customers over just talking to them when the economy is this unstable. Why? Consumers trust word of mouth most — and it has proven business impact. Most marketers' customers are open to sharing content; 59% of US online adults and 67% of online youth exchange information online at least once a month. Technologies like reviews and ambassador programs help inform and encourage consumers to spread their influence. To successfully get customers to share company messages, marketers must tap into their audiences' interests, recognize word-of-mouth participation, and provide pass-along items to extend consumers' initial brand experiences.

TABLE OF CONTENTS

• Paramount In A Tough Economy: Energizing Customers

RECOMMENDATIONS

• Tailor Your Energizing Approach
• Related Research Documents

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