Online promotions are the best approach to word-of-mouth-driven consumers

Retailers adopting word-of-mouth marketing should focus on online promotions and advertising because word-of-mouth-driven consumers spend more time online than other consumers, according to Forrester Research. Word-of-mouth-driven consumers represent about 8% of the online population.

Word-of-mouth-driven consumers earn 10% less than other online consumers, and only 28% have a college degree, far less than the 37% of other online consumers, Forrester says. But 67% of the group consider themselves so-called technology optimists, compared to 57% of other online consumers, and are as likely to have broadband and have been online as long as other online consumers.

To attract word-of-mouth-driven consumers, retailers should employ e-mail campaigns that allow them to send offers for free samples to friends; games, competitions or music downloads tied in with marketing in other channels; and social shopping, Forrester says.

Word-of-mouth-driven consumers can be profitable for web retailers—51% have made a purchase online in the past three months and they spend 9% more than other online consumers, according to Forrester.