Research firm BuzzMetrics Inc. completed a study that found that while word of mouth has always affected brand perception, it has greater power now because society is more networked via the web – and because in the online environment, word of mouth can now be measured.
Key quote:
The answer for marketers is to get involved in the online discussion – with caveats. The biggest challenge to marketers is to view online discussion such as blogs, user group forums and the like not as marketing channels, but as a conversation channel. Because brands are so actively discussed online, the brands themselves have a place in those discussions, but brand participation must be on consumers' terms.
iMedia has more on the study.
(Via MarketingVOX)
