Word of Mouth, Corporate Responsibility and Reality of the World 2.0 - the Main Topics of a Congress

Customers’ decisions got out of marketers control. George Silverman introduced. „Word Of Mouth“ as an important phenomenon of the future.  Marketers cannot rely on finding a classic triad „need – benefit – feature“, but they have to ask: „What the product should be like to make people to talk about it? Even the sales people have to cope with a fact, that their customers are much more informed than in the past and the company management has to respect that any negative experience with their company can be spread very quickly. All of them take into their account that for their customer simplicity is the key.

„Corporate responsibility“ – three points of view were presented by the representatives of Henkel, T-Mobile a Donors Forum. The form, way of execution and importance might be different, but a considerable part of population will demand a responsible corporate approach and customers, employees and shareholders will adapt to this new situation.

Ladislav Trpák introduced us to the world of quickly spread news about the products, world of service, which can be provided from the living room and the world of knowledge that giving up the copyright can bring positive consequences. This is reality of „the world 2.0“ with its opportunities and risks. For more details on this topic we can recommend a book called Wikinomics. See also www.wikinomics.com.

Above mentioned big themes were supported by some smaller practical topics like internet marketing effectiveness, brand entertainment as another level of the product placement and benefiting the potential of better linking of internal data analyses and marketing research studies.
The congress was moderated by Roman Řípa a Jana Kovářová from Blue Strategy, Tomáš Mrkvička from Ogilvy and Pavlína Jandová z E.ON.