Marketers behind the trend on word-of-mouth opportunity

December 19, 2007

A new report by global PR firm Ketchum and the University of Southern California finds that only 24% of marketers have a word-of-mouth program in place, despite the parallel conclusion that consumers are relying increasingly on advice from family, friends and experts in a variety of decision scenarios.  Academica Group's annual applicant survey found that 87% of PSE applicants are influenced by a friend's recommendation when deciding between colleges and universities, and 81% are influenced by family opinion. (Academica is now lining up participating schools for the 2008 UCAS Applicant Study.)