The Internet has transformed word-of-mouth behavior into the ability to communicate with the masses.
The latest Mobile Phone technologies now give consumers online access anywhere, and now includes the ability to post and send photos, video clips, audio clips and instant text messages.
As word-of-mouth platforms and social networks grow, customers recommending products will be regarded as the single-largest measure of brand equity, and consumer advocacy will be the single-most important gauge of a brand's growth potential.