The power of influence in the youth market

Steve Watkins

Steve Watkins puts the case for word of mouth in communicating with the youth market. Using research conducted by 2cv: research for ROAR (a media consortium comprising Channel 4, EMAP, the Guardian and OMD UK) he describes how to identify and reach the opinion formers who are particularly influential in spreading word of mouth to the youth market.

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 Guardianand 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...

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