Community marketing creates most word of mouth recommendations

Recommendations from friends and family have once again been highlighted as the most trusted source of advice in new research from Forrester. Word of mouth unsurprisingly trumps all other online channels and confirms what we instinctively understand, that people trust the advice of people they know. The lessons for marketers are clear. Engage with people through the communities that connect them to family and friends and you’ll generate a much stronger return than the channels that currently take most of clients’ traditional online and off-line marketing spend. This is the approach we take. We call it communitography.