Connected Marketing and Web 2.0

Here's an extract from an excerpt of the book Connected Marketing: The Viral, Buzz and Word of Mouth Revolution by Justin Kirby and Paul Marsden (Butterworth-Heinemann, 2005):"In the US, NOP (now GfK) research shows that 92% of Americans cite word of mouth as their preferred source of product information. Advertising company Euro RSCG has found that when it comes to generating excitement about products, word of mouth is 10 times more effective than TV or print advertising.8 Why should this be? Why should word of mouth connections become even more important in influencing buying behavior in an age when media formats and channels are proliferating? The answer has five facets: New personal communications technologies and digital media such as blogs, instant messaging, mobile telephones, email, online review sites, and personal Web sites are increasing the speed, reach, and utility of word of mouth. Digital media's capabilities in turbo-charging the viral spread of information means ...

07:16:54 March 1, 2006, Wednesday (PST) Source: Dina Mehta: Social Tools Social Networks

Additional Info