NEW YORK, NY (July 5, 2007)–Word-of-mouth presents one of the most effective marketing tactics. Consumers consistently cite it as one of the top sources for making purchasing decisions. A friend's recommendation – or a blog posting by a stranger – can quickly cement an opinion, spur pass-along and drive a purchase.

The rapid increase in the number of consumer reviews, blogs, social networks and viral video activities has led to an online explosion in the number of consumers spreading and receiving information, according to eMarketer's report, "Word-of-Mouth Marketing: Winning Friends and Influencing Customers."

Already 66 million adults regularly share advice about products and services with others, and 27 million are exerting that influence online. As more people become comfortable with voicing their opinions on the Internet, the number of digital influencers will grow to 34.4 million in 2011.

There is no doubt that, for marketers, engaging consumers via word-of-mouth is imperative and effective. However, "inspiring consumers to spread the word is challenging," notes Debra Aho Williamson, senior analyst and author of the report. "Clumsy attempts at it can do more harm than good."

In the report:

• What role does word-of-mouth play in the decision-making process?
• Who are the "influencers" and why are they growing in number?
• In what context does word-of-mouth happen?
• How are marketers using and measuring online and offline word-of-mouth?

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