• iMedia Connection, Thursday, February 9, 2006 11:46 AM

A growing number of major companies are using word-of-mouth marketing techniques to help them spread their commercial message to consumers. The discipline has been growing rapidly, and is taking its place alongside more traditional methods as an accepted and effective marketing tool. BuzzMetrics, a leading WOM practitioner, recently hired Gary Stein away from his post as a senior analyst at Jupiter Research. In this Q&A interview, Stein discussed word of mouth marketing and how BuzzMetrics makes it work for its clients. In the interview, Stein says, "I think WOM is a part of a larger evolution in marketing, where brands (especially manufacturers) are looking to develop deeper relationships with consumers. By paying close attention to what consumers are actually saying, a company can begin to better understand the environment in which their products are living. With that relevance, they can create more compelling marketing, as well as just simply monitor their overall brand health in a way that is consistent and up to date."

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