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Viral and Word of Mouth Marketing
Datamonitor, June 2004, Pages: 81
Introduction
With growing numbers of consumers suffering from confusion by over-choice and distrusting product claims, cutting through advertising clutter with a credible message has never been more important. Effectively identifying and targeting the right consumers to generate buzz for your product is essential and this report shows how and when to effectively utilize viral and word of mouth marketing.
Scope
A comprehensive analysis of Opinion Formers, Adopters and Regulars; the three consumer groups that influence message diffusion.
In-depth analysis of why viral and word of mouth marketing is becoming an increasingly effective strategy to cut through advertising clutter.
Detailed Action Points pinpointing how to devise effective strategies appealing to the changing attitudes and behaviors of European and US consumers.
Extensive analysis of the latest and most effective viral and word of mouth campaigns including the impact of age, gender, and product format.
Highlights
A growing number of consumers are citing word of mouth as the most important factor influencing their interest in products. With the latest Euroborometer survey showing that 58% of Europeans do not trust corporations, relying on the relative credibility, honesty and impartiality of word of mouth will continue to grow.
Two major viral and word of mouth marketing tactics exist to target the three consumer groups involved in message diffusion. Marketers need to choose the most appropriate technique depending upon whether long-term cool or mass market appeal is being sought.
Viral and word of mouth marketing is most effective when promoting experiential, complex, premium, quirky and cool products. Given that most packaged goods products do not meet these criteria, marketers will benefit from devising campaigns that enhance consumers involvement in general product purchases and their emotional attachment to brands.
Reasons to Purchase
Discover how to align viral and word of mouth marketing with the latest consumer trends in order to maximize campaign effectiveness.
Understand the characteristics, behavior and relative size of key consumer groups influencing word of mouth diffusion.
Improve your marketing by understanding how and why to integrate viral and word of mouth marketing into the overall marketing mix.
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