“Word of mouth” is a hot topic in marketing these days. Indeed, in DoubleClick Touchpoints, their annual survey of online consumers, they have routinely seen respondents select “word of mouth” as a key factor that influences their purchase decisions across most product categories. But, aside from sending your product to your hundred favorite bloggers, how can marketers efficiently spend marketing dollars to influence word of mouth? That was a key question the authors of the report set out to answer in our 2006 DoubleClick Touchpoints IV survey.
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