Word-of-Mouth Advocacy: A New Key to Advertising Effectiveness
Ed Keller and Brad Fay
The Keller Fay Group
Management slant
- Marketers want their brands to be more social, seeking to activate consumer conversations about their brands.
- To many, this means deploying social media strategies on Facebook, Twitter, Pinterest, etc.
- Keller and Fay argue that the much bigger social opportunity for marketers is where most consumer conversations happen: offline, and face-to-face.
- Advertising and social marketing should not be in different silos because advertising has an important role to...