Turning the amplification up to 11

Geoff Wicken
KMR Group

Richard Asquith
BMRB

TOO MUCH INFORMATION

Today, consumers are squeezed inside the triangle of ever-increasing commercial noise, expanding choice and reducing amounts of time. We all need trusted guides for making choices, and word of mouth is a key information source. And the more important word of mouth becomes for consumers, the more important it becomes to brand owners and planners as a marketing channel worth influencing.

Books designed to make sense of how messages are disseminated have proved very popular. Malcolm Gladwell's The Tipping Point (2000) is the best known but not the only study of the topic. There have also been books designed to assist the achievement of word-of-mouth marketing: The Anatomy of Buzz (Rosen 2000), Buzz (O'Reilly et al. 2003), and so on.