Selling to Word-Of-Mouth-Driven Customers
Word-of-mouth-driven consumers – consumers who both listen to and spread purchase-related word of mouth – present a challenge to marketers. These online consumers don’t earn much, but they spend more than other online consumers, making them an attractive target for marketers. They feel strongly about how they shop, but their attitudes toward loyalty, pricing, and advertising are contradictory. How do marketers harness these word-of-mouth-driven consumers? … [ Read more ]
Content: Article | Author: Carrie A. Johnson | Source: Forrester Research | Subjects: Demographics, Marketing / Sales