What's the Word?
Nigel Hollis
People talk to each other. That's nothing new. But increasing numbers of marketers are now seeing an opportunity for word of mouth (WOM) to play a more prominent role in their communications plan. Why?
First, there is little doubt that word of mouth does relate to sales and brand performance. Projects conducted by Millward Brown find WOM to be one of the most influential touch points in creating brand demand and informing the decisions of people actively shopping a category.
Second, there is good reason to believe that word of mouth has more influence today...