Word-of-mouth marketing: Put the consumer to work

There are 65 million U.S. adults who regularly share advice on products or services with others, and 27 million of them are exerting that influence online. As the Web offers more user-generated content opportunities, the population of online influencers will grow to 34 million in 2011 as more people become comfortable with voicing their opinions online. Winning over this key segment of consumers should be on every marketer's to-do list.


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