Valuing Advertising's Original Medium: The Conversation
Advertisers recognize the power behind consumer to-consumer product recommendations. They just don't know how to value the medium. Associating a premium with the unique attributes of word of mouth is one way to arrive at a value. Brand advertisers inherently value the power of consumer-to-consumer product referral as the most impactful form of marketing. They recognize that nothing cuts through the ad-cluttered environment like a personal testimonial delivered openly, honestly and triggered at the precise point of interest. They want to activate word-of mouth (WOM) for their products and services.