P&G's Secret Weapon: Word-of-Mouth Marketing

The folks at Procter & Gamble have got an army of women helping them out online. Through the use of its Tremor marketing arm, P&G has built up a massive focus group to help the company make some big decisions and some sales along the way.

Tremor CEO Chris Laird tells eMarketer that online word-of-mouth has been particularly effective within Tremor’s Vocalpoint program, a collection of a half million “highly engaged” moms who “advocate for products within their social networks.”

One example Laird shared was how effective a campaign for Secret deodorant was through the use of Vocalpoint.Continue reading...