Harnessing the power of the spoken word

The article reviews the effectiveness of Word-of-Mouth (WOM), as exemplified by entries in the first WARC WOM Awards.

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...

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