« According to a recent article from WOMMA member company eMarketer, which quoted June 2007 research from YouthTrends, 59% of college students pick word of mouth as their preferred method for learning about new products and services. Another 13% of college students choose online product reviews as their preferred way for learning about new stuff. » According to eMarketer senior analyst Debra Aho Williamson, « The fact that students favor word of mouth, combined with their use of social networking, indicates that they are a strong audience for online word of mouth marketing efforts. » Smething smart companies already know.
La chaîne de télé ABC l’a bien compris et utilise le WOM, combiné aux techniques traditionnelles de marketing pour publiciser une de ses nouvelles séries.