Spread the News: Word of Mouth Worth $1 Billion†

Arguably World's Oldest Form of Marketing Is on the Rise as Advertisers Pour More Into Discipline

Advertising Age, November 15, 2007 — What's consumer word-of-mouth advocacy worth to marketers? Try $1 billion.

That's how much marketers spent on WOM — as it's known to its practitioners — in 2006, according to an independent research report on the field that will be unveiled during a session at the annual Word-of-Mouth conference in Las Vegas today. The analysis, believed to be first in-depth look at word of mouth, reports that spending on the emerging discipline has increased from $76 million in 2001 to $981 million in 2006 and is expected to grow to approximately $3.7 billion by 2011.