CMO.com

Word-of-mouth marketing through social networks could emerge as an important tool in the marketer’s arsenal. But what does it mean to be useful in a world of virtual conversations enabled by social networks? Obviously, there are no generic solutions, but Liberty Interactive, which comprises many specialty e-commerce companies, shares a few lessons that can be encapsulated in two primary insights.

From billboards that change color to bus shelters that interact with mobile phones, technology is not only transforming this old-as-the-ages ad channel into something far more interactive, it's also changing how outdoor is bought, sold and measured. (Slide show)

Game developers say that "game mechanics"--incentives like points and badges that motivate players to keep on playing--provide more in-depth engagement than other forms of digital advertising. Brands willing to play along include 7-Eleven, JetBlue, and Tesla Motors.

Social games on sites like Facebook have made competing for high scores on gaming sites in relative isolation suddenly seems bland: “Gamers are a communicative bunch and they go where the excitement is,” says one gaming exec. That viral nature also provides a major business advantage.