Direct Line Blog

Two questions to ask yourself about WOM marketing

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I had a nice chat today with Chris Aarons over at BuzzCorps -- they're working on a word-of-mouth campaign for HP's fashion laptops designed by Vivienne Tam, which will appear in an upcoming feature about computer marketing. Chris pointed out two important marketers should ask themselves before deciding to implement a WOM campaign.  One, does the product being sold need an explanation about what it is? Two, do you need someone to tell you how to use it? If either of those criteria fit your product, WOM marketing might be a good choice -- since bloggers or other online peers can serve as influencers and evangelizers. "If your product fits into both those buckets," adds Aarons, "that's kind of a sweet spot." Then, he explains, you need to figure out your target market and where they hang out online.
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