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November 02, 2005
Word of mouth data
Almost half of all online marketers will engage in some form of word of mouth marketing this year. Next year, a majority of digital marketers will conduct such efforts.
This is according to a new report from eMarketer and the Word of Mouth Marketing Association (WOMMA).
According to the report, the top ten reasons why word of mouth marketing is gaining momentum is that:
1. The consumer is in control
2. There is a growing distrust of advertising messages
3. Empowered consumers are not just negative, they are fighting back
4. There is a marked increase in online advertising
5. Media fragmentation is causing marketers are shifting from mass advertising to targeting efforts
6. Email and other interactive platforms make it easy to employ viral programs
7. Word of mouth marketing is relatively free advertising
8. New tools can now track and measure online word of mouth
9. Online word of mouth marketing campaigns have a long shelf life
10. Remarkable offline marketing campaigns can ripple on to the web
The data in the report make a convincing case for the non-believers that it's time to pay attention to word of mouth.
Find the report here. WOMMA members get a copy for free. (Disclosure: Ben and I sit on the advisory board of WOMMA.)
Other blogs that reference Word of mouth data:
» Nachtrag zur WOMMA/eMarketer Studie from ConnectedMarketing.de
Jackie Huba und Ben McConnell veröffentlichen eine Liste aus der Studie: zehn Gründe, warum Marketing mittels Mundpropaganda an Bedeutung gewinnt. In Klammern dahinter meine persönliche Meinung zu den Punkten: 1. Der Konsument hat die Kontrolle. (Absol... [Read More]
» Top 10 Reasons "Word Of Mouth Marketing" Works from Much Ado About Marketing
No, this isn't one of David Letterman's "Top Ten" lists. This is an actual list from the Church of the Customer Blog. They blogged on about a new study conducted by eMarketer and the Word Of Mouth Marketing Association (WOMMA) that listed the followi... [Read More]
» Blog Bits - Week of October 31st from Cymfony's Marketing Insight
Did you know that almost ½ of all online marketers will engage in some form of word of mouth marketing this year and next year a majority of digital marketers will conduct such efforts? Church of the Customer Blog shows [Read More]
» How brand advocates are born from Emergence Marketing
iMedia has an interesting chat with Guy Kawasaki in which he talks about consumer evangelism. I especially like the part when he is asked about examples of innovative uses of evangelism:"Very few companies use evangelism. Sure, they hand out business... [Read More]
Word of Mouth is not only the best and the most cost effective medium of publicity, it also has a long lasting impact on the memory of targetted segment.
Thanks for the top ten list! It's a great summary of what's right about W.O.M. Marketing. I'm particularly interested in #8. Measurement, thanks in large part to the Internet and online marketing tactics, is more important than ever and must now be both immediate and more accurate.
I've added this post to tomorrow's (11/4) "Much Ado About Marketing" blog listing.
Thanks again,
Mike Bawden
Brand Central Station
