The buzz on buzz: Two experts spread the word on this fast-growing sector

Share this article:
Ed Keller
Ed Keller

Ed Keller CEO, Keller Fay Group

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?
Every CEO is thinking in terms of “how can I reign in spending?” and “how can I drive results quickly?” So it's important for CMOs and marketers to think about cost efficiencies and marketing impact. WOM marketing is a very efficient medium that motivates people to act. Also, personal recommendations play to consumers' hunger for authenticity.

What should marketers keep in mind in terms of WOM measurement?
Measure early and often. Have some key perceptual and other brand measures as context before the campaign is initiated, and then track those through the short and long term. Also, get insights into the customer base before and after, so you can track qualitative impact.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Features

The 9 New Realities of Direct Response

The 9 New Realities of Direct Response

"Uh oh! Has this ever happened to you?" What was once the relatable rallying cry of direct response marketing has become a tired joke. But the direct response (DR) discipline itself ...

Comedy Central's Marketing Strategy Is No Joke

Comedy Central's Marketing Strategy Is No Joke

Engaging an audience that takes humor seriously requires an approach that's at the same time quick-witted and pervasive.

Redefining the High-Value Customer

Redefining the High-Value Customer

Three companies ditch the notion that big spenders are the best customers, and opt for a modern definition rooted in influence.