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For Marketing & Advertising Professionals

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May 3, 2005

What's The Buzz On Word-Of-Mouth Marketing?

Social Computing And Consumer Control Put Momentum Into Viral Marketing

by Jim Nail

with Chris Charron, Michèle Bouquet, Jennifer Joseph

This is an excerpt

Executive Summary

Marketers are embracing word-of-mouth marketing as the antidote to traditional advertising's waning effectiveness, and as a way to build momentum for a product or service. To be successful, marketers should forsake one-way campaigns for two-way dialogues, yield control of the message in favor of the role of participant in the conversation, and abandon carefully crafted positioning statements for more personal language.

This is an excerpt

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RESEARCH CATEGORIES

Technology

Marketing & Advertising, Interactive Marketing, Emerging Marketing Channels, Brand Tactics, Brand Strategy

Geography

Asia Pacific, Europe, North America