Warc index
 

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

This paper reports on the findings of the "talktrack" word of mouth measurement methodology, which seeks to quantify the impact of word of mouth on a firm’s profitability. Using simple simul ...

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

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 ...

Most of us would accept that word-of-mouth communication has huge potential, but the challenge for brand and media planners is to harness its growing power and influence in such a way that it delivers ...

The internet is a user-controlled environment, meaning that creating engaging viral content to grab consumers' attention is both challenging and, potentially, highly rewarding. This article discusses ...

This article discusses word-of-mouth trends, and how they work. The theory behind Malcolm Gladwell's The Tipping Point is that social epidemics are spread by a few exceptionally influential people, ha ...

This article summarises the book 'Join the Conversation: how to engage marketing-weary consumers with the power of community, dialogue, and partnership', by Joseph Jaffe (Wiley, 2007). The key premise ...

This article summarises the book 'Herd: how to change mass behaviour by harnessing our true nature', by Mark Earls (Wiley, 2007). The key premise of the book is that 'We are a we-species who do indivi ...

There is still much to be learned about calculating the economic value of referrals and other word-of-mouth activities, both online and offline. Reichheld's 'ultimate question'- would you recommend u ...

This paper reports on a project by OMD that uses online survey research and TGI data to identify all the influences on consumers in 10 different and map typical paths to purchase in those markets. It ...

This article discusses the techniques used to drive word-of-mouth, so as to create 'fame' for a brand. Tactics include: finding a taboo to break (Angelsoft, nzgirl, OPSM Contact Lenses, Ryvita Minis, ...

Using the example of the Sony BRAVIA 'Balls' commercial, this paper discusses the value and effects of consumer-generated spoof versions of viral films. It argues that the number, popularity and durat ...

Grabbing internet users' attention with viral advertising is getting harder. In this article, GoViral, the specialist viral distribution agency, asks whether virals which parody or allude to other ca ...

How can advertisers track online word of mouth about brands when there are more than 70m English language internet blogs? This article examines tools called brand association maps to measure what is s ...

Word of mouth (WOM) is the hot topic in marketing these days, with spending on WOM projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about bra ...

John Griffiths, Planning Above and Beyond, reports on WOM UK's 'How To' Word of Mouth Marketing Workshop. Among the topics under discussion were how to identify 'influencers', using brand agents, esta ...

During 2007, viral marketing became a true part of the mainstream marketing mix. This paper contains movies and commentary on the top ten viral films of the year according to their popularity on the v ...

The advent of social media has made word-of-mouth marketing more powerful than ever. WOM can create awareness for new products, build buzz for existing products or brands, or drive sales; it is an alw ...

With the growth of the internet, a new dimension has been added to word of mouth: namely, word of mouse. This paper introduces a new model that can serve as a framework for marketers, advertisers and ...

Andrew Wiseman, a director at Nunwood's Market Analytics business division, argues that though customer satisfaction is recognised as an important contributor to business success, the measurement of t ...

Brian Millar muses on the nature of viral marketing on the internet, and how the media owners can make money from it (answer: with difficulty); and how advertisers can exploit it (answer: with ingenui ...

This study identifies social uses of advertising by young male adults who have been brought up in a mass media-driven society, which makes them more advertising literate. A diary study revealed the fr ...