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Word of Mouth Marketing: the Stats, Surveys and Substance Behind the Buzz
eMarketer, Dec 2005, Pages: 23
Today, according to consulting giant McKinsey, about two-thirds of all economic activity in the US is influenced by shared opinions about a product, brand or service. But word of mouth as a marketing discipline is only just coming into its own, and the data indicate its best years are yet to come.
Attention: Marketers, Advertising Agencies, Retailers, Online Content Sites and Educators.
The Word of Mouth Marketing report examines why so many online marketers are engaging in word of mouth or viral campaigns—and why even more plan to do so in the future.
Word of mouth is the 'hidden statistic.' No one has locked on to a defining statistic for word-of-mouth marketing. we analyzed data from hundreds of sources to measure the influence, effectiveness and extent of word of mouth marketing efforts.
Based on aggregated data and interviews with various word of mouth marketing experts, we estimate that almost half of online marketers will engage in some form of word of mouth or viral campaign this year. Next year, a majority of digital marketers will conduct such efforts.
A recent survey, which asked marketers what type of digital media they were either using or planning to use, found that exactly two-thirds cited word of mouth.
Find out why the oldest form of advertising may be about to enter its heyday—and what that means for your marketing plans.
Key questions the 'Word of Mouth Marketing' report answers:
- Why is word-of-mouth the hidden statistic?
- How many marketers are using word-of-mouth/viral campaigns today, and what is driving this use?
- What consumer trends underlie and support the growth of word-of-mouth marketing, today, and tomorrow?
- Is there solid support data proving that consumers rely on word-of-mouth to make decisions about products, services, brands and places to shop?
- What are some guidelines marketers can use to successfully incorporate word-of-mouth strategies in their marketing plans?
- Plus, learn the 'Ten Reasons Why Word of Mouth Marketing Is So Hot (and Why It Will Only Get Hotter)'
Reports—On-Target and Up-to-Date
The Word of Mouth Marketing report aggregates the latest data from leading researchers—BIGresearch, Cap Gemini, CMO Magazine, DoubleClick, Global Fluency, Harris Interactive, Nielsen//NetRatings, NOP, OPA, RoperASW, Thomas, Townsend & Kent (TTK) and others—with a wealth of numbers, projections and analysis to give you the information you need to make well-informed decisions concerning this fast-growing, effective and economical new marketing tool.
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