In this short piece Jim Meskauskas highlights the growing influence of Internet based conversations. Companies are increasingly aware of the role that WOM plays in the fortunes of their products and the example of P&G's response to the coffee machines provides clear evidence.
The Cluetrain Manifesto and the words of Seth Godin seem to be ringing true. Set against this the increased consumption of TV in the USA www.adage.com - over 8 hours a day and marketers and advertisers are faced with a growing complexity. Even though market research is available at their finger tips by scanning blogs and the Internet consumers are consuming more media, and more different formats of media. This complicates the target - it's not necessarily moving, it's just that there are so many of them. How can you converse with a customer base that is the size of P&G's????