Word: mouths
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...their Internet-empowered freedom to find out all the stuff left out of a cheery 30-sec. TV spot. That's driving marketers to all sorts of new places, including your circle of friends--a trend that has produced some surprising intelligence on how word-of-mouth communication really works...
Procter & Gamble, a pioneer in the field, has been taking control of word of mouth for six years through its Tremor division, which has enlisted 225,000 teenagers to tell their friends about brands like Herbal Essences and Old Spice. Last year, figuring the strategy could be just as effective with adults, P&G signed up 500,000 volunteers, all mothers, for Vocalpoint, a program in which the moms evangelize about pet food, paper towels and hair color. P&G gives the women marketing materials and coupons, but they are free to say whatever they like (or nothing...
...Word of mouth has been around for ages--"Try the apple," said Eve--and it continues to prove resilient. Even in the era of MySpace, some 90% of word of mouth still happens off-line, according to research by both P&G and the consultancy Keller Fay Group. Breaking it down, Keller Fay found that 18% of word-of-mouth marketing took place on the phone, and 72% face to face, despite the ubiquity of electronic communication. Or perhaps because of it. Inundated by marketing messages, says Tremor CEO Steve Knox, "consumers have gone back to their most trusted source...
Naturally, some people aren't happy about marketers' following them there. In 2005 the advocacy group Commercial Alert asked the Federal Trade Commission to investigate company-fed word of mouth and other buzz tactics, which the group says take authentic relationships and unduly commercialize them. Not all firms ask word of mouthers to disclose their corporate connection, but the Word of Mouth Marketing Association requires its 400-odd members to do so as part of its ethics code. There might also be a business case for disclosure, according to Northeastern's Carl. Working with BzzAgent data, he found that agents...
...Blowfish 3) Lisa Loeb 4) 3 Doors Down 5) Blessid Union Of Souls 6) Evan and Jaron 7) Korn 8) Sugar Ray 9) “Weird Al” Yankovic 10) Limp Bizkit 11) Natalie Imbruglia 12) Eagle-Eye Cherry 13) The Fallen Angels 14) Coolio 15) Smash Mouth 16) S Club 7 17) Hootie & the Blowfish 18) Da Brat 19) K-Ci and JoJo 20) C + C Music Factory 21) Shaggy 22) The Cardigans 23) O.J. Simpson 24) Lou Bega 25.) Mr. Big 26) Vertical Horizon 27) Jamiroquai 28) Aqua 29) Savage Garden 30) The Brian Setzer Orchestra...