“It is clear that traditional advertising is not as effective as it used to be as people spend more time on the internet and as technology allows them to fast-forward through television commercials, In this environment, word-of-mouth becomes more important, and the internet and the huge increase in use of social networks allows information to spread more quickly. But what we did not realise until we did this research was just how important it is and we are telling our clients that they should change their entire approach to communications planning and make word-of-mouth the focus of campaigns.” Via the FT
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