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 Guardian and 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 contribution to marketing campaigns means that at the very least you have missed a trick or two along the way. Second to this is the concept that by nature some people are just generally more influential than others – I don't think I need to go on . . .