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	September 30, 2005 Selling To Word-Of-Mouth-Driven Consumers How To Identify These Customers And Enable Their Communications by Carrie Johnson with Charles P. Wilson, Brian Tesch

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Executive Summary

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.

TABLE OF CONTENTS

• Word-Of-Mouth-Driven Consumers Aren't Easily Identified
• Connect With Word-Of-Mouth-Driven Consumers Through Online Activities

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• Consideration Points For Word-Of-Mouth Marketers
• Related Research Documents

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