The Power of Online Research and WOM

While some marketers worry about losing control over their messages once they go online, others are embracing all the opportunities the Internet has enabled. Luxury car maker Infiniti has become the first automotive company to provide consumer-generated reviews and ratings for its products on the brand’s website. The company said the move recognizes both the power of online recommendation—or virtual “word of mouth”—and the well-established role of Internet-based research in the decision to purchase a new vehicle.

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