How to Capitalize on Word of Mouth

Brands can generate a positive buzz about themselves with highly enjoyable and involving marketing activity.

How to Capitalize on Word of Mouth

Brands can generate a positive buzz about themselves with highly enjoyable and involving marketing activity. But the generation of advocacy is harder and conversations with family and friends are more likely to be influential than other channels. The extent of these conversations varies considerably by category, but, as ever, excellent product quality can lead to recommendations.

Information on Web sites is more likely to be negative than that received from friends and family; but understanding how information passes from site to site can help guide marketing activity.

Buzz and Advocacy

While Word of...

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