Marketers Missing Out on Word of Mouth?
A couple of interesting studies have been released since the last time we covered word-of-mouth (WOM) marketing.
First, a Millard Brown/NAA study (covered by eMarketer and MediaPost) shows that one of the best ways to generate WOM may be via the press because readers of online newspaper Web sites are:
Their conclusion - "communications professionals need to vigorously reassess their communication priorities to meet consumers' needs in this multimedia channel world... Winning (influencers) over is likely to be on every marketer's to-do list."
Three more interesting articles on the subject:
Posted by Universal Ad
First, a Millard Brown/NAA study (covered by eMarketer and MediaPost) shows that one of the best ways to generate WOM may be via the press because readers of online newspaper Web sites are:
- 52% more likely to be categorized as influencers (i.e., those who share their opinions)
- Influence 38% more people weekly than non-newspaper Web site
readers
- More apt to believe their
newspaper Web sites had credible advertising.
- Typically "early adopters" of new products
and technologies
Their conclusion - "communications professionals need to vigorously reassess their communication priorities to meet consumers' needs in this multimedia channel world... Winning (influencers) over is likely to be on every marketer's to-do list."
Three more interesting articles on the subject:
- Word-of-Mouth Has Become Accepted - When early versions of WOM, or “buzz,” campaigns became prominent
about five years ago, they inspired passionate debate over transparency
and public trust. But in an ROI-obsessed world, perhaps the strongest
argument against WOM wasn't that it was deceptive, but that it was not
measurable. Today, WOM is an accepted part of the marketing mix and has its own set
of ethical guidelines and measurement techniques that in many ways are
informed by practices used by direct marketers.
- More marketers using word of mouth to whip up sales - Word of mouth is one of the oldest forms of
advertising. Yet it is only in the past few years that a diverse range of
marketers, from drug companies such as GlaxoSmithKline to clothing
manufacturers such as Lee Jeans, have begun to make it a regular staple
of their brand strategies. For one thing, it is relatively cheap. More
important, it is trusted.
- Marketers Make Friends With Savvy Online Consumers - Word-of-mouth--or rather word-of-mouse--marketing is a natural outcome of social networks. Consumers compile connections and further feather their nests with friends of friends. Financial services, consumer packaged goods and cars all make sense to market through social networks such as Facebook, MySpace, Gather and more.
Posted by Universal Ad
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