User-generated content (UGC) is part of the Internet DNA

The tide of marketing is turning at last. After more than 13 years of battling against autistic — and largely inefficient — old world marketing techniques and visions, we are now witnessing a few cracks in the ice of top-down marketing strategy. Firstly, Regis Mc Kenna and Geoffrey Moore introduced new ways of dealing with clients mainly in the IT world at the end of the 1980s and the beginning of the 1990s. The approach was no longer demographic but behavioural.

Word-of-Mouth: when unbiased opinions are trusted globally

All recent studies demonstrate that word-of-mouth (WOM) has more of an impact than any other traditional forms of communication. Having a word-of-mouth and social marketing strategy is, therefore, becoming essential … Lire la suite