Point of View: Cash tills to water coolers

ROI models are emerging that can put a precise monetary value on each positive and negative bit of word-of-mouth for a brand.

Cash tills to water coolers

Molly Flatt

1000heads

I have always found the fuss around word-of-mouth ROI bizarre. The sentiment that WOM marketing will only really take off once we're able to prove, penny for penny, the revenue it drives, is bewildering for two reasons.

First, other marketing disciplines have won huge budgets for decades without proving anything more concrete than that vague and talismanic metric of eyeballs. Second, online word-of-mouth is the most measurable phenomenon to affect brands since people started taking their opinions out from behind the walls of their living rooms and into the publicly visible plains...

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