The power of influence in the youth market
Steve Watkins
Three words that everybody is talking about in the industry at the moment are: word of mouth. A recent study conducted by 2cv: research on behalf of ROAR (a media consortium comprising Channel 4, EMAP, the Guardianand OMD UK) demonstrates that certain influential individuals can provide a brand or product with an incremental level of word-of-mouth influence. However much you accept the notion that word-of-mouth is the most powerful consumer communication channel overall – more so than advertising, direct marketing and sponsorship – a failure to recognise its...