No matter how clever the creative or efficient the execution, the best brand managers understand that no marketing campaign can equal the return on investment of consumer-driven, word-of-mouth marketing. Traditionally grassroots marketing was required to grow organically, as consumers who have been surprised and delighted by a product or brand were compelled to share their experience and opinion with their friends and acquaintances. But over the past few years, advances in technology have ushered in a new paradigm: business-driven consumer marketing. (more…)
