B2B Marketing Blog

A recent survey published in e-marketer confirms what savvy marketers have known for years: Word of mouth is the most influential advertising. Buyers trust the opinions of people they know and respect. But where did the referring sources get the information on which their recommendation is based? Usually not on actual experience.

Trusted business colleagues and acquaintances don’t live in vacuums. Much of what they say is based on hearsay. Today that hearsay (we like to call it “branding”) is built from a wide variety of sources, especially Internet sources – articles, Web sites, case studies, user groups, white papers, directory listings, associations, blogs and business networks. Yet many companies lack an active PR program to produce these items that feed the W-o-M referrals that they want so badly.

Your company’s branding will happen with or without your efforts. Why not use PR to take an active role in creating the information that shapes your brand?

Click Here for further survey details.

This entry was posted on Monday, January 7th, 2008 at 2:52 pm and is filed under Public Relations, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.