{"id":595,"date":"2008-07-01T11:52:17","date_gmt":"2008-07-01T11:52:17","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=595"},"modified":"2021-01-04T14:16:52","modified_gmt":"2021-01-04T13:16:52","slug":"measuring-word-of-mouth-marketing","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/measuring-word-of-mouth-marketing\/","title":{"rendered":"Measuring Word-of-Mouth Marketing"},"content":{"rendered":"<p>There is an online debate in the marketing world related to measuring word-of-mouth marketing.\u00a0 The online and offline buzz surrounding a brand or product has been nearly impossible to measure accurately, but the <a href=\"http:\/\/womma.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Word-of-Mouth Marketing Association (WOMMA)<\/a> is trying to do just that by developing a standard metric system to accurately measure the success of all word-of-mouth initiatives.<\/p>\n<p>Some marketers and brand managers argue against creating this type of metric saying that true word-of-mouth is earned by spending time, money and effort in building a relationship with customers.\u00a0 I have to concur with that theory, but at the same time, with the explosion of viral marketing and social media marketing, both of which lend themselves perfectly to word-of-mouth marketing and generating an online buzz, there certainly is an abundance of new opportunities to connect with people through the social web.<!--more--><\/p>\n<p>However, this begs the question &#8211; should manufactured word-of-mouth marketing be measured the same way as organic word-of-mouth marketing (i.e., the kind that comes from your most loyal customers after they&#8217;ve worked through the <a href=\"https:\/\/www.corporate-eye.com\/main\/7-steps-of-advertising-success-drive-word-of-mouth-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">7 Steps of Advertising Success<\/a> and become your best brand advocates)?\u00a0 My response to this question is &#8211; absolutely not.\u00a0<\/p>\n<p>While a natural part of marketing and branding is understanding what efforts are working and which initiatives generate the best ROI, it&#8217;s equally important to understand that part of marketing and branding is subjective.\u00a0 Metrics need to take into account who is doing the talking in word-of-mouth marketing and who those people are talking to.\u00a0 Furthermore, metrics need to take into account who is actually listening and influenced by word-of-mouth marketing and who are the <em>true influencers<\/em>.\u00a0 By identifying these success factors, true ROI will be realized.<\/p>\n<p>What do you think of WOMMA&#8217;s attempts at defining metrics for measuring word-of-mouth marketing?<\/p>\n<p><em>Image: WOMMA.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There is an online debate in the marketing world related to measuring word-of-mouth marketing.\u00a0 The online and offline buzz surrounding a brand or product has been nearly impossible to measure accurately, but the Word-of-Mouth Marketing Association (WOMMA) is trying to do just that by developing a standard metric system to accurately measure the success of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,95],"tags":[212,96,242,243,135,244,245,125],"class_list":{"0":"post-595","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"category-brand","8":"tag-brand-loyalty","9":"tag-branding","10":"tag-marketing-metrics","11":"tag-marketing-roi","12":"tag-social-media-marketing","13":"tag-viral-marketing","14":"tag-womma","15":"tag-word-of-mouth-marketing","16":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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