Conclusion

As the live buzz marketing industry continues to develop, and as brands start to recognize its power and enjoy its effectiveness and immediacy, credibility will only be established through accountability. This must include word of mouth reach numbers, recall rates, propensity to purchase rates and (where relevant) actual sales data. Regardless of which live buzz marketing technique is used, solid, reliable, fully accountable research and reporting will differentiate the good from the bad, and ensure that this powerful medium earns its place in the mainstream marketing landscape.

Continue reading here: How to drive brand advocacy

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