.. consider the level of trust attributed to other, more traditional, marketing media
who are your customers?
who are the consumer generated
media creators and critics ?
start monitoring key areas, brands, new
products, service encounters...
draw on experience and skills internally,
outsource if need be
have a skilled and dedicated ‘interpreter’
_May2012.pdf [accessed 30th October 2012]
• Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy,
Implementation and Practice (3rd Edition), Prentice Hall
• DMA(2009) Mobile Marketing Best Practice Guidelines- Direct Marketing Association (UK) Ltd.
January 2009. Available from http://www.dma.org.uk/information/inf-practice.asp [accessed 16-08-
Matt-Murphy (Accessed 10.2.2011)
• Tocmag online article http://news.bbc.co.uk/1/hi/technology/6340103.stm#4 [accessed 31-07-11]