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Word of Mouth

FutureNow Article
Monday, Oct. 22, 2007

Going Nuts Over Viral Marketing & Word-of-Mouth

October 22nd, 2007

Is viral marketing the same as word of mouth? Seth Godin asked the question after receiving an email from a college student whose professor wouldn’t allow the phrase “viral marketing” in a paper, insisting the term was meaningless proxy for word-of-mouth.

First of all, yes, viral marketing does exist. But it’s a combination of tactics that, hopefully, eventually, enable positive word of mouth to spread. (In a moment, I’ll share a remarkable story of one family-owned e-commerce shop that saved a network TV…

...continue to read "Going Nuts Over Viral Marketing & Word-of-Mouth"

FutureNow Post
Friday, Oct. 12, 2007 at 10:35 am

Can Wal-Mart Revolutionize CPG Once Again With Product Reviews?

October 12th, 2007

Consumer Packaged Goods giant Wal-Mart (WMT) is once again changing the game when it comes to multi-channel e-commerce strategy. The big news this time is that they’re encouraging some 1.3 million employees to review products online. Although they’re clearly trying to beef up their own stockpile of online reviews (after adding the feature in July of this year), is it really any different than getting a recommendation from a salesperson in one of their stores? Or, for that matter, any different than having…

...continue to read "Can Wal-Mart Revolutionize CPG Once Again With Product Reviews?"

FutureNow Post
Monday, Sep. 10, 2007 at 7:12 am

Webinar: 5 Star Reviews: Optimizing Reviews to Maximize Conversion

September 10th, 2007

Update: This video is no longer available.

In just 15 minutes, I’ll guide you through more than a dozen websites to show you the best ways to capitalize on featuring reviews on your website in order to maximize your conversion rate. Watch it now! (See the video player below to view.)

Featured sites include: Amazon, Best Buy, CircuitCity, Trip Advisor, eBags, Burpee, BackCountry, Dell, Wal-Mart, Petco, Radio Shack, SupermediaStore, emitations, GolfSmith, OverStock, and CoffeeForLess.

If you recently purchased something online, has a review…

...continue to read "Webinar: 5 Star Reviews: Optimizing Reviews to Maximize Conversion"

FutureNow Post
Thursday, Sep. 6, 2007 at 7:04 am

3 Triggers of Word of Mouth

September 6th, 2007

jibjab this land is your landSeth Godin gets to the heart of the matter after reading about how viral marketing works only 15% of the time, according to JupiterResearch. He sums up how to get word of mouth in 4 words: “Just make great stuff.”

Our own Holly Buchanan blogged about one company’s viral efforts this week in “Would You Buy a Bra from This Man?‘s campaign started off with a small mailing as part of a test and has started to take off. This…

...continue to read "3 Triggers of Word of Mouth"

FutureNow Post
Monday, Aug. 20, 2007 at 4:26 pm

Study: Most Online Searchers Driven by Offline Channels

August 20th, 2007

A recent survey, conducted by Jupiter Research and commissioned by iProspect, suggests that two-thirds of online searchers are driven by offline channels such as TV or word-of-mouth. The study also concluded that more than a third of these offline-influenced searchers end up buying something.

According to the iProspect release:

. . . the study also took a look at purchase behavior. Specifically, offline-influenced online searchers were asked whether they ultimately had made a purchase from the company whose website had been the object of…

...continue to read "Study: Most Online Searchers Driven by Offline Channels"

FutureNow Article
Tuesday, Aug. 14, 2007

Not Everyone Can Withstand Transparency

August 14th, 2007

blurred by transparencyCorporate transparency is fickle these days. Of course, companies are still expected to be transparent with shareholders. But interactive media have changed the game, or at least distorted it. The mass marketing days are over and, today, public relations happens in real time.

In a mass market world, it’s easy to hide behind corporate spin because, hey, everyone’s doing it. In a world driven by interactive media and niche markets, though, not everyone can withstand transparency.

The Buzz Bin‘s Geoff Livingston wrote…

...continue to read "Not Everyone Can Withstand Transparency"

FutureNow Post
Thursday, Aug. 9, 2007 at 6:06 am

Wal-Mart’s New Face

August 9th, 2007
FutureNow Post
Friday, Jul. 20, 2007 at 5:49 am

An Evangelical Approach to Converting More Sales, Part 2

July 20th, 2007

In part one, you were introduced to TechSmith’s chief evangelist Betsy Weber. Let’s continue the conversion.

Bryan Eisenberg: How was it decided TechSmith needed an evangelist?

Betsy Weber: Our evangelism program is a natural fit for our company culture and our products. When the book “The Tipping Point” came out, the whole company read it. The light bulb went off. As a company, we’d always practiced evangelism, but we didn’t know what it was called and didn’t have someone dedicated to it.


...continue to read "An Evangelical Approach to Converting More Sales, Part 2"

FutureNow Post
Thursday, Jul. 19, 2007 at 3:22 pm

Say What You Will About Wal-Mart — Seriously

July 19th, 2007

A 5-star move from Wal-MartRetail giant Wal-Mart announced today that it will allow customer reviews on for the first time. The move may be a small step e-commerce, but it’s a giant leap for corporate transparency and the growing popularity of word-of-mouth marketing.

The New York Times (Reuters) has the scoop:

[...] Chief Marketing Officer Cathy Halligan said in an interview the retailer decided to launch the new feature quickly following a three-week testing phase in which it received more than twice the number of reviews…

...continue to read "Say What You Will About Wal-Mart — Seriously"

FutureNow Post
Friday, Jul. 6, 2007 at 5:41 am

An Evangelical Approach to Converting More Sales, Part 1

July 6th, 2007

I’m always in the mood for a good chuckle, but the last place I thought I would find one was in an article in MSNBC’s blog The Red Tape Chronicles by Bob Sullivan.

A new survey shows that 75% of high-tech titans say their companies provide “above average” customer care.

OK, I’ll give you a moment to stop laughing. Apparently, these CEOs don’t have to call the standard 1-800 number.

As you might expect, high-tech consumers don’t share this perception. To be precise, nearly…

...continue to read "An Evangelical Approach to Converting More Sales, Part 1"

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