Word of mouth has been around since the beginning of time, but with the proliferation of social media networks and smart phones, brands are struggling to break through the noise and into consumer conversations in meaningful, measurable ways. Today, only 33% of people believe in online banners and 47% believe in TV ads, yet nearly 100% believe information if it comes from their friends. The evolution of communication and technology over the last 20 years has been a set up for influencer marketing. This audio presentation takes a look at how and why the most effective form of marketing, word of mouth, is now something that brands can control and execute at scale in authentic, transparent ways.

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