How Can Word of Mouth Grow Subscribers?

Published by: Youth Research Partners

Published: Aug. 1, 2012 - 11 Pages


Table of Contents

I. Executive Summary
Market Saturation
The Age of Discovery
Retention: The New Acquisition
II. The Age of Discovery
Youth market success requires focus on Earned Media and Discovery.
Youth are more likely to buy mobile products based on peer recommendation
III. Youth Mobile Discovery is Social
Earned Media key factor in youth purchase decision and mobile discovery.
Youth discover and act on mobile services together -in social situations.
IV. Retention is the New Acquisition
Boost Mobile grew through organic acquisition and churn reduction.
Safaricom’s MPesa service grew customer base through churn reduction
V. Recommendation Requires New Metrics
Apple focused marketing on increasing NPS ?(net promoter score)
Metrics like NPS or SMART identify Beachheads and Fan hotspots

Abstract

The briefing reveals how your brand can use word of mouth to acquire youth customers. This briefing answers the following three questions:

1. What are the 3 key drivers in today’s youth market?
2. What is the best metric to measure word of mouth?
3. How can you build dialogue between and not with youth?

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