Is talking getting you anywhere? Measuring WOM marketing

Dr Walter Carl

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands