Harnessing the power of the spoken word
Peter Field
The focus of this issue of Admap is word-of-mouth (WOM), so I will look at campaigns using this valu-able marketing tool that have arisen in the past 12 months. The first WARC WOM Awards last year created a valuable new pool of case studies.
The power of WOM is considerable and growing. As Les Binet and I demonstrated in Marketing in the Era of Accountability(1), campaigns that built WOM ('fame' campaigns in our analysis) were the most effective type of campaign among the 880 case studies in...