Word-of-Mouth Marketing: Manage the conversation through the 4Cs

Steven Van Belleghem

Research by InSites Consulting over the past two years has revealed a strong correlation between positive and impactful word-of-mouth and business KPIs.

Word-of-Mouth Marketing: Manage the conversation through the 4Cs

Steven Van BelleghemInSites Consulting

Promoting in tandem the four pillars of good word-of-mouth – customer experience, conversation, content and collaboration – will maximise the conversation value.

Over the last two years, InSites Consulting has conducted extensive studies into the conversation potential of brands and companies. The research shows a strong correlation between positive and impactful word-of-mouth and business KPIs. Yet, it is still the case that only a minority of businesses actively manage their word-of-mouth conversations.

This is one of the big paradoxes in business: we believe in the power of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands