The word dates back to 1604. Do you know else dates back to 1604? The first true English dictionary. Remarkable.

When something is remarkable, it is worthy of a remark.  This invariably involves having a conversation (SOCIAL). During this permissive conversation, participants are eager to share their positive experiences.  Ideally, consumers will effectively describe these experience, in a manner that their peers can closely relate to.  In turn, this will inspire their audience to tell others.

In the golden days of television, marketers purchased as much exposure as their budgets would allow. Then, they bombarded consumers with ads; hoping to instill an emotional attachment, that could be recalled at purchase time.  The problem is, nobody cares about pain relief until they have a headache. When that happens, you go to the store and buy the yellow box; like you always do.  Unless, in the interim one of your peers remarks about another product that (in their experience) is better.

Unlike the intrusive television ads, this form of marketing is permissive. The interaction takes place in a comfortable environment and the desire for the conversation was either invited (a question) or implied (forum, chat, email, etc). Therefore, the message is far better received.

The manner in which the positive experience is related, determines the recipient’s perceived benefits. The message must clearly define the need or desire that is satisfied, and by effectively sharing that experience; evoke the same positive emotions and perception of the product.

If the interaction is a success, the audience will be inspired to recall the product and in turn, relay it to others.

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