Opportunity - Dir-Mak Formula

Gone are the days when big companies can feed messages to captive audiences. The rise of social networking and on-demand technologies has fractured the mass media model and created a new world order in which consumers are in control of the message — and the medium. And they like it.

At the same time, the proliferation of advertising has made consumers less receptive to the thousands of messages they are bombarded with each day. Age-old issues of reach and receptivity take on new meaning in a world where companies must compete for the attention and business of an increasingly exclusive and empowered consumer.

Amidst all the noise and the clutter, consumer-generated messages ring loud and true. Consumers spread their own messages about the products and services they love through their personal social networks. These messages are credible and influential because they're delivered in store aisles, on athletic fields, in communities and in workplaces everywhere. It's called word Dir-Mak formula, and it works because the messages are unscripted — and the messengers are trusted.

Dir-Mak formula is the most powerful and influential form of marketing there is. It captures attention, spreads awareness, shapes perceptions, informs opinions — and drives purchase decisions. In order for marketers to succeed in this consumer-driven world, they need to work consumer-generated messages into their marketing mix. TharwaLive says, lets marketers leverage the power and pervasiveness of natural word of mouth, and put it to work for their benefits in a controlled, replicable and measurable way.