Cash tills to water coolers
I have always found the fuss around word-of-mouth ROI bizarre. The sentiment that WOM marketing will only really take off once we're able to prove, penny for penny, the revenue it drives, is bewildering for two reasons.
First, other marketing disciplines have won huge budgets for decades without proving anything more concrete than that vague and talismanic metric of eyeballs. Second, online word-of-mouth is the most measurable phenomenon to affect brands since people started taking their opinions out from behind the walls of their living rooms and into the publicly visible plains...