Over the last few years, word of mouth marketing has become an integral part of many brand initiatives. While companies and agencies have different strategies, they seem to agree on one major aspect of the practice - it's becoming more and more popular.
"The trend of fragmentation of consumer attention and media choices has accelerated," says Chris Laird, CEO of Tremor, Procter & Gamble's in-house word-of-mouth marketing organization. "It is even more important to get brand loyalists and lovers to ...