Word of Mouth Marketing Stats
February 9th, 2006
eMarketer.com writes about a new study from Osterman Research and BoldMouth that “reports the responses of over 100 online marketers on the state of word of mouth marketing in the US.” There’s some interesting findings, including:
50% of respondents say they are currently using word of mouth marketing (WOMM) techniques and another 21% say they are planning on using it.
That seems high to me, but we have to keep in mind that the number of respondents was around the 100 mark – and that these are marketers that are already doing things online.
62% say that WOMM is extremely or very important.
Duh.
More than 44% said that they expect results of WOMM in a few days or a few weeks.
Whoa, Nelly. If you’re talking about “subservient chicken” viral techniques to drive traffic to your website, then okay. But if you’re talking about authentic, grassroots movements, then you’re smoking something if you think you’re going to get results that fast. And if someone approaches you and says they can do it, keep one eye on your wallet.
And this one is really interesting: When asked why WOMM plans aren’t created, 36.8% said that there’s a lack of metrics to evaluate the efforts; 32.6% said that they aren’t sure how to integrate WOMM into their existing efforts and; 28.4% said that they have a lack of staff experience or skill sets.
This is where the opportunity lies. And that’s why we’re seeing all these WOMM companies (with really bad names, mind you) popping up. The metrics problem is being worked on. But the companies who approach this whole thing and tell the story about how WOMM fits into the overall marketing plan and how it can be woven into the fabric of their cleint’s identity – instead of WOMM becoming the end-all-e-all plan – will win.
P.S. I really wish we could start getting some independent studies instead of these that are “sponsored” by WOMM companies. Something doesn’t feel right about it.
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