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Having consumers spread the word themselves is the key to the success of non-traditional advertising. Most consumers brace themselves against traditional advertising, whereas they are more receptive when the message comes from a friend. In order to get those consumers to start spreading the message, marketers need to start thinking like the consumers who will eventually deliver their message. It is because of this that the most effective sources of non-traditional marketing will not come from the marketer’s brain, but rather from the mind of the non-marketer.