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In The News

US Marketers are picking up what we're putting down

February 8, 2006

Posted by Elizabeth.Lee

eMarketer just released new data on how US marketers view the importance of WOMM.

62% consider WOMM "extremely" or "very" important
71% are currently using or planning to use WOMM – with another 14% considering it
Top reason US marketers do not have a WOMM plan is a lack of metrics - followed by an uncertainty of how to integrate WOMM into current marketing efforts
72% expect to generate results by within a timeframe of few months or less – with most expecting results within a few weeks

So US marketers feel that WOMM is important, want to implement it, expect it to generate relatively "quick" results... despite some concerns of a lack of metrics. Seems that although we may not yet have all the hard numbers to completely measure WOM impact -– marketers see a need and value to move forward now to find out how it can help their brand in the near future.

Technorati Tags:
womm, word of mouth, emarketer, surveys

posted by Elizabeth.Lee

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What's Talkshop

TalkShop is a blog about word-of-mouth and the Me2 Revolution, published by Edelman and hosted by Phil Gomes, the company's Senior Counsel, Online Communications. This blog pulls in thoughts and opinions from members of the worldwide Edelman network.