Internet: Viral, word of mouth

 

The article discusses the relationship between advertising and Word-of-Mouth (WOM). New empirical data collected by the authors over a three-year period, from their weekly TalkTrackR survey (a nationa

Social media are now becoming demographically widespread. Categorising participants as 'professionals', 'paid' and ordinary users is now inadequate; online presences are far more complex than this sug

As demand for Word-of-Mouth (WOM) marketing has grown, so has the need for insight into how influencers stimulate demand. The Word-of-Mouth Marketing Association (WOMMA) identifies five categories of

In order to effectively engage in Word-of-Mouth (WOM) marketing, brands must learn a new language of sustained, emotive engagement. It requires an entirely new way of thinking from determining a brand

The article argues that Word-of-Mouth (WOM) needs to be integrated into the whole brand development process, not tacked on as an afterthought. Most WOM techniques seem to be focused on distribution, w

Word-of-Mouth (WOM) exemplifies a fundamental change in the consumer/brand relationship; its real, underlying power is that it delivers to consumers information they trust, by means of a one-to-one mu

Word-of-Mouth (WOM) marketing is growing fast (double-digit growth each year since 2001 in US), and there is strong interest in the concept, but there remain obstacles to its being adopted in marketin

The article reviews the effectiveness of Word-of-Mouth (WOM), as exemplified by entries in the first WARC WOM Awards. Campaigns that build WOM are especially profitable because they can persuade consu

Brand 'friending' is the process by which brands seek to engage and interact with users of social networks. Friending can take many forms, but within three broad approaches: 1) getting users to become

The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing. This research identifies the factors that affect youth consumer participation in a mobi

In this article, James Aitchison, Managing Editor of WARC Online, discusses WARC's Word of Mouth Marketing Awards 2008. The featured case studies include Aquafresh's launch of its new Iso-Active tooth ...

In this article, James Aitchison, Managing Editor of WARC Online, reports from WARC’s Word of Mouth Marketing Masterclass 2008. Word of mouth is an online and offline reality that marketers simply can ...

This word of mouth campaign aimed to differentiate AEG-Electrolux from competing white goods brands in a category where consumers are only active in the market at very long intervals, and only feel li ...

Channel 4's Disarming Britain season took an unflinching look at the increasing use of violence and weapons by young people on the nation's streets. The season featured a number of TV programmes and s ...

The V&A was running the Cold War Modern Exhibition - a retrospective of Cold War living encompassing architecture, art/film, design and politics - from September 2008 to January 2009. The exhibition h ...

Cadbury was aware of an online petition for the return of its discontinued Wispa brand, but wanted to measure the full intensity of its appeal to fully understand the scale, and potential, of the dema ...

STA Travel had a good reputation, but also suffered from the mistaken perception that it could only be used by people under the age of 26. This word of mouth campaign thus aimed to spread engaging con ...

This case details Chupa Chups' efforts to use a silent puppet to drive word-of-mouth about its new brand idea, 'Life's Less Serious'. Communications centered around Chuck, a silent puppet, who feature ...

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity. Th ...

Traditionally, O2 have been popular amongst students, but Orange had launched a highly successful campaign helping it to leapfrog the brand into first place. This word of mouth campaign aimed to win b ...

Caterer.com is a specialist recruitment website for the hospitality industry. Having grown out of the major trade publication, it boasts a strong heritage within the industry, which is reinforced thro ...

This paper discusses the campaign created to launch the first new Lotus sports car in over a decade - the Lotus Evora. The launch of the model was seen as a chance to re-ignite the Lotus brand, positi ...

As one of the ten key sponsors of the Euro 2008 tournament, Castrol developed and launched a website dedicated to providing detailed statistics on individual player performance during and after Euro 2 ...

This word of mouth campaign was based on building a new website for SENSOA, an organisation that aimed to provide information to young people about sex and relationships. The new 'All About Sex' websi ...

FOXTEL, an Australian pay-TV provider, was launching Gossip Girl, an American drama set in Manhattan's Upper East Side, on its main entertainment channel, FOX8. The show follows the friendships, love ...

Van Gils was a strong formal menswear brand of the 1980s, but has since fallen into decline. In an effort to reverse this trend, a word of mouth campaign was developed based around the core theme that ...

This paper discusses a study undertaken by TNS to quantify the contribution of word of mouth to brands via tracking studies. The relationship between word of mouth and advertising is presumed to be a ...

This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign. The aim of the campaign was to drive volume trial and sustai ...

Companies can do themselves severe damage by trying to manipulate word of mouth on the internet without understanding how internet conversations work. For example, attempts by Sony, who created a fake ...

Attention is rapidly becoming the scarcest commodity in media, but remains the most strategically vital. The advent of digital media has resulted in an 'information overload', and an almost endless so ...