Is talking getting you anywhere? Measuring WOM marketing

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 marketing plans and allocated budget.

Is talking getting you anywhere? Measuring WOM marketing

Dr Walter Carl

For all the buzz that word-of-mouth (WOM) marketing has garnered in the past decade, one might think it is part of every company's marketing strategy and budget.

The promise of WOM initiatives has saturated the consciousness of brand marketers, who see a relevant, more targeted reach leading to more efficient use of marketing dollars, a virtual focus group providing commentary about a company's products and services, or chances to better engage customers in dialogue.

But there are obstacles to greater acceptance of WOM marketing. These include inertia (nobody gets...

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