Word-of-Mouth Marketing: China's authentic advocates
Asit GuptaAdvocacy
Consumer attitudes and the media landscape in China present unique challenges. An authentic approach to word-of-mouth marketing using advocates can be a potential game changer, delivering growth at a fraction of traditional media spend.
Globally, word-of-mouth recommendations of friends and family have been consistently rated as the number-one driver of purchase. According to Nielsen's 2011 Global Trust in Advertising study, 92% of people trust WOM recommendations from friends and family, while the same figure for TV is almost half at 47%, and for online video it is 36%.
However, WOM of friends...