Here’s a really strong commentary written by Geoff Ramsey on Ten Reasons Why Word-of-Mouth Marketing Works“
You can boil it down to the first point Ramsey makes: The consumer is in control. People no longer sit idly by while marketers control the communication channels and content. “Consumers today have unprecedented control over their media and content,” […]

There’s a lot of misunderstanding about viral and word of mouth marketing. What motivates people to spread the word?
Quite simply, viral marketing doesn’t work without a clear incentive—a value exchange. The paradox is that incentives can take many forms. Some are easy to figure out, some are quite complex. Saving the planet or curing breast […]