If you ask any chief marketing officer about the importance of “positive word of mouth” for their product or company, they’ll inevitably say “It’s absolutely critical, word of mouth is definitely a top priority for our business.” But, when you follow up with the question “What specifically are you doing to create it, measure it and monitor it?” you’ll get a mixed bag of reactions. Some will have legitimate answers, some will fall back onto vague buzzwords in lieu of a more concrete response, and some will try to convince you that it’s not really something you can measure, study or track at all.
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