Trends Report

Demystifying The WOM Consumer

An In-Depth Look At Those Who Give And Receive Product Advice

October 30th, 2007
LB
Lisa Bradner
With contributors:
Cynthia N. Pflaum , Christine Overby , Sarah Glass

Summary

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.

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