Your Email:

Your Name:

To:

Subject:

Message:
Measuring WOM (Word of Mouth) Effectiveness was moderated by Intelliseek CMO (and Customer Satisfaction Officer) Peter Blackshaw and featured buzzworthy experts like Dave Balter, CEO of BzzAgent, Jonathan Carson, President and CEO of BuzzMetrics and Steve Knox of the Tremor Division of Procter & Gamble.  P&G’s Tremor is looking at how much of the packaged good giant’s marketing budget should go to Word of Mouth. The message from the agency and measurement side was that as this growing field becomes more measurable and predictable, then increased budgets are justified.  Tremor’s experience yields two insights: 1. There is a key difference between trendsetters and trendspreaders (and you need both) 2. Trendspreaders will only advocate your brand if its easy for them to talk about. Some products (e.g., Depends, teeth whitener strips) are embarrassing to talk about and do not lend themselves to WOM marketing. Some take away buzzwords: “CGM” (Consumer Generated Media) and measuring your customers’ “virality” The panel announced the formation of WOMMA (http://www.womma.com) the Word of Mouth Marketing Association. You can tell a marketing discipline has arrived when it generates its own industry association. Best quote: “The measurable propensity of a customer base to recommend a product or a service is fast emerging as the single most important driver of brand equity.” http://www.adtechblog.com/2364/