-- More reasons to be relevant and to know who your messages are being forwarded to --

Recent research has found and common practice has shown the influence of word-of-mouth marketing with the proliferation of user-generated content in true Web 2.0 fashion. The amount of conversation that surrounds a product or brand is the best indicator of customer engagement, as the recipient of marketing communications becomes a communicator, or in some instances an advocate for the brand.

There is no doubt that word-of-mouth marketing works, but exactly how does it work, and where does it stand in relation to other, more deliberate marketing initiatives?

Recent research has shown that brands are discussed in billions of conversations a day, the overwhelming majority of which are positive. And because recommendations or critiques are given by peers, recipients are much more likely to be swayed, with as much as 50% expressing likelihood to purchase a recommended product.

About 10% of word-of-mouth marketing takes place online; and about 12% of conversations refer to online marketing or experiences.

So what does this mean in terms of modern internet marketing?

Relevant marketing is needed to create positive customer relationships and to foster customer engagement. The point is that the returns on personalized marketing communications potentially extend past the direct relationship established with that customer. This information suggests that the ability to "forward to a friend" becomes much more than a mechanism for viral marketing or organic list growth. Forwarded recipients should be regarded as a special segment that marketers can expect to see high conversion rates from.