Point of View: Conversation signposting
Molly Flatt 1000heads
'Word of mouth’ is the least important part of word-of-mouth. Bear with me.
WOM is valuable only because of what causes it, and because of what it drives. The conversation about conversation is still too focused on ‘buzz', rather than an investigation of innovative strategies that will shift what consumers feel and do, not just how they talk.
Emotion is the root cause of word-of-mouth. Conversation about brands and products occurs when we feel something strongly enough to want to share. Many marketers make the mistake of focusing on spreading the...