A comprehensive analysis of the three consumer groups influencing product and word of mouth diffusion In-depth analysis of why Viral Marketing is becoming an increasingly effective strategy to cut through communication channel clutter Detailed Action Points pinpointing how to devise effective strategies appealing to the changing attitudes and behaviours of European and US consumers Extensive analysis of the latest and most effective viral campaigns

A proliferation of product choice is leading to 'confusion by over-choice' and consumers are also overwhelmed by advertising and general media clutter. Marketing that can help cut through this clutter will be increasingly valued by the growing array of consumers seeking to lead a less complicated life.

Four compelling factors justify the use of viral and word of mouth marketing. Successful campaigns are more likely to be based upon the use of humour, simplicity and using extremely topical content. Most important of all is trying to achieve actual product advocacy rather than simply generating 'buzz'.

All consumers, irrespective of age and gender, have a propensity to listen to and actively make referrals. However, Viral and Word of Mouth marketing is particularly relevant to younger consumers because it is such an effective method that can be utilized to add cool credibility to brands targeting youth audiences.

Reasons to Purchase