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Word of mouth is acknowledged to be one of the strongest drivers of marketplace influence. Yet it remains an enigma for marketers.

MEC MediaLab, the research division of Mediaedge:cia, undertook a major research project to understand the nature of word of mouth.

We looked across a range of different consumer categories and aimed to identify who engages most in word of mouth, how they differ in their use of the category, what opportunities there are to reach them and whether they are likely to be responsive.

We reveal word of mouth is within reach of marketers but a different strategic approach is required. Of primary importance is a shift in perspective: word of mouth needs to become a philosophy - part of everything rather than a stand alone activity.

There are a range of opportunities to drive word of mouth through a combination of targeting, augmenting the message mix and encouraging Active Engagement.