Is WOM Just a Buzz?

Ed Keller and Simon Chadwick

Word of mouth. The most under-rated form of marketing in the modern age or just another transatlantic buzz-phrase? How far does a marketing message reach through word of mouth? To whom? Does it make a difference if the person spreading the message is an Influential? And is that category-dependant? (After all a person who is an automotive Influential may not be an IT Influential).

Is WOM Just a Buzz?

Ed Keller The Keller Fay Group

Simon Chadwick Cambier LLC1

INTRODUCTION

The marketing community – especially in the US, and increasingly in other parts of the world – is buzzing about word of mouth marketing. The Word of Mouth Marketing Association (www.WOMMA.org), founded in late 2004, now boasts more than 250 members, including not only small word of mouth agencies but also major marketers: Kimberly Clark, SC Johnson, Kraft Foods, Nestle, Citi Cards, Microsoft, General Motors and Discovery Communications are a growing number of major companies that are WOMMA members....

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