Business POV

Steve Knox is the CEO of Tremor, an innovative Word of Mouth marketing service from Procter & Gamble. In this role he leads the development and application of the science of Word of Mouth to meet the needs of marketers inside and outside of P&G. Here he explains the basics of WOM and how P&G has used it.

Mr. Knox spoke on Saturday, Sept. 22 at the IIT Institute of Design's annual Design Research Conference held at the MCA. His presentation was about the following:

Marketing's Holy Grail: The Key Learnings Behind Word of Mouth

Market research studies from around the globe point to Word of Mouth as the most powerful and influential form of marketing. With so much attention and demand, why is it that marketers continue to miss the mark so often in their efforts to create Word of Mouth? Procter & Gamble Tremor believes that a new kind of understanding about consumers is the key to unlocking this opportunity.