Why is WOM marketing more measurable now?
A growing number of marketers want reliable WOM information, and therefore there are research firms who have developed approaches that help them plan strategies and tactics. Some of the tools are focused on measuring WOM on the Internet, so technology advances have enabled this activity. At the same time, our research shows that more than 90% of WOM takes place offline, so we believe an integrated approach is required. What are some mistakes marketers make when launching a WOM campaign? They focus on one time, short-term “buzz,” rather than longer-term, sustainable word of mouth. They worry about the potential for negative word of mouth, and therefore get scared to truly embrace it. And they try to “script” consumers rather than letting them express themselves honestly and authentically. If you’re going to engage in WOM, let the consumer’s voice be heard. Laura Shuler, president and chief strategy officer, Jack Morton Worldwide Why is a WOM campaign a smart choice for marketers? Ever
