SOURCE: eMarketer

November 03, 2005 08:00 ET

Nearly Half of All Online Marketers Engage in Word of Mouth Marketing Campaigns

New eMarketer Report Finds Acceptance Growing as Measurements Increase

NEW YORK, NY -- (MARKET WIRE) -- November 3, 2005 -- Word of mouth marketing, more than just the marketing buzzword du jour, is quickly becoming an indispensable tool, helping marketers turn good customers into their best advertisers.

eMarketer's new Word of Mouth Marketing report, published in association with the Word of Mouth Marketing Association (WOMMA), reveals a wealth of statistics and research that attest to the growth of word of mouth marketing.

The report finds that as word of mouth activity becomes more measurable, more marketers are apt to include it in their marketing budgets. "Word of mouth has always been there, and always been the thing that gets customers to buy," says Andy Sernovitz, CEO of WOMMA. "What's exciting is that marketers can finally do something to harness this power and measure the results. Word of mouth has moved from anecdotal to actionable."

After analyzing data from hundreds of sources and interviewing word of mouth marketing experts to measure the influence, effectiveness and extent of word of mouth marketing efforts, eMarketer estimates that nearly half of online marketers will engage in some form of word of mouth or viral campaign this year. eMarketer expects that a majority of digital marketers will use word of mouth next year.

"Word of mouth is the 'hidden statistic,'" says Geoff Ramsey, eMarketer's CEO and author of the Word of Mouth Marketing report. "No one has locked on to a defining statistic for word of mouth marketing before."

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, 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?
    

The report also includes sections "Seven Tips for Successful Word of Mouth and Viral Campaigns" and "10 Reasons Why Word of Mouth Marketing is So Hot." For more information on the Word of Mouth Marketing report, contact eMarketer at www.emarketer.com and Word of Mouth Marketing Association at www.womma.org.

About eMarketer

eMarketer is "The First Place to Look" for market research information related to e-business, online marketing and emerging technologies. eMarketer aggregates and analyzes e-business research from over 1,700 sources and brings it together in one place. This research is presented in analyst reports and the "eStat Database" -- the most comprehensive compilation of up-to-date e-business and online marketing statistics in the world. For more information, visit www.emarketer.com

About WOMMA

WOMMA is the Word of Mouth Marketing Association, the official trade association for the word of mouth marketing industry. WOMMA's mission is to promote and improve word of mouth marketing by protecting consumers and the industry with strong ethical guidelines; promoting WOM as an effective marketing tool; and setting standards to encourage its use. For more information, click to http://www.womma.org

Contact Information

  • Media Contacts
    David Murrow
    Director of Public Relations, eMarketer
    Email Contact
    Tel. 212-763-6033

    Andy Sernovitz
    CEO, WOMMA
    Email Contact
    Tel 312-335-0035