Today, consumer behaviour has changed: they want to be able to express themselves to an audience and want to interact with others and your brand.
Consumers are also fed up of being bombarded with traditional advertising, which consequently loses its effectiveness and credibility.
These days, more consumers say they are influenced by word of mouth advertising than by traditional advertising. The opinion of a friend is much more valuable than that of a specialist recommending such and such a product (Source: Nielsen BuzzMetrics).
Word of Mouth, or WOM, is one of the most effective and powerful media in the world.
Currently, the Web is increasing the power of this traditional word of mouth phenomenon by means of its scope and its speed of propagation. This is referred to as buzz marketing or viral marketing.