Match Word-Of-Mouth Marketing To How European Consumers Share Opinions

Most European consumers discuss interests and brands with friends and family and in an offline context. Only then do they open the conversation to both a larger group of contacts and online channels. Thus, encouraging word of mouth among the first level of contact — with friends and family — must be at the core of European marketers' social marketing programs. Marketing leaders must coordinate online and offline word-of-mouth (WOM) marketing, with the mix adapted to one of the four sharing profiles: 1) Close-To-Homes; 2) Vocal Authorities; 3) Multichannel Sharers; and 4) Choosy Contributors.