Brand Ambassadors the secret of word-of-mouth marketing
随着消费者对营销信息越来越敏感以及媒体碎片化加剧，企业转向品牌大使来传播可信的产品信息。本文基于南非媒体数据，分析了媒体碎片化对营销策略的影响。
As consumers become more conscious of marketing messages, and as media fragmentation increases, companies are turning to Brand Ambassadors to spread 'credible' messages and advice on their products and services. Consider that during the five years between 2001 and 200 , the number of TV channels in South Africa increased by 5%, radio stations by 10%, consumer magazines by 27%, community press by 44%, and DSTV audio by 5%. This media fragmentation has made it increasingly difficult for marketers to reach the same amount of people, and when coupled with media inflation, often leads to single-media, as opposed to multi-media, campaigns.