The simple act of people communicating with each other is what ultimately grew high-risk startups like Hotmail, Skype and You Tube. Word of mouth is powerful and electronic word of mouth even more so because it’s fast, persistent and can be measured. In the paper “Electronic Word of Mouth: What Do We Know About This Powerful Marketing Tool?” Julián Villanueva and Guillermo Armelini of IESE explain how to design an e-WOM strategy the will pump up sales thanks to tools such as blogs and “viral” marketing.
Authors: Guillermo Armelini, Julián Villanueva
Source: IESE Insight
Subject: Marketing / Sales