Articles tagged with word of mouth:
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OCT
10
Brandweek,
October 10, 2008 —
If a conversation costs 50 cents to generate, how much profit do marketers reap from the typical eight minutes a consumer spends talking about their favorite brands?
According to BzzAgent, a word-of-mouth marketing agency in Boston, that profit is 38 cents. The firm has pegged this amount as the "communication dividend" in a report titled Calculating Your Communication Dividend, which examines the value of word-of-mouth conversations.
In its latest report, BzzAgent also found 87 cents to be the value per communication. The firm arrived at both numbers by mapping standard word-of-mouth calculations onto consumer recommendation and purchase behavior.
OCT
5
Brandweek,
October 5, 2008 —
Recognizing that a consumer's two cents are well worth their dollars, General Mills and Kraft have both launched new word-of-mouth networks.
For General Mills, it is "Pssst . . . ," an online network that gives members the scoop on the latest product news and offerings. The site, pssst.generalmills.com, currently has 100,000 members after a quiet launch last month.
Pssst uses an initial survey to help gauge product preferences. Once registered, users can voice their opinions via blog posts, share online coupon offers and recipes, and test new sample kits via the mail.
Kraft, meanwhile, kicked off Kraftfirsttaste.com last week, which lets consumers share the newest coupon and sampling offers, but also includes features such as a member spotlight, product... continue reading
MAY
12
If They Wanted to Be Word-of-Mouth Marketers They Should Have Been Listening
Advertising Age,
May 12, 2008 —
The latest Dove controversy epitomizes the ad industry's struggle to reinvent itself as a participant in an ongoing conversation rather than an old guy with a megaphone barking orders to people who no longer follow them.
Ogilvy's work for Unilever's Dove brand has been a poster child for this conversion. Here was a campaign that used traditional one-way stuff such as TV spots, banners, billboards and magazine ads but did it in a way that encouraged and facilitated debate everywhere from Oprah's studio to the smallest blog.
JAN
29
By Jill Steele,
January 29, 2008 —
It’s the time of year when pundits make predictions. One that caught my eye comes from Geoff Ramsey, CEO of eMarketer. He sees the interruption-disruption ad model, where consumers accept advertising as a necessary evil in exchange for free content, dying off because of the Internet, social media and the DVR.
The prediction isn’t particularly surprising: almost everyone agrees this is the way we’re trending. What’s intriguing is his suggestion that marketers must turn advertising into content,... continue reading
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