If you figure that people don’t listen to advertisers but do pay attention to friends, it makes sense to enlist them as marketers.
The trouble is that friends have reputations, and they don’t want to squander them by spamming their contact lists. So the challenge for companies is to find true fans of a product, and then give them the means to share their passion with their contacts.
Dell is trying to tap this dynamic in Singapore with its Swarm marketing. Those who start a “swarm” of buyers get a discount—and the discount grows as they add their friends to the group.
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