Internet: Viral, word of mouth

 

The speed of share is the speed at which great ideas travel across consumer networks. Compelling content in any media channel can travel as fast as consumers are willing to share it with others. This

We claim to love cheap goods and proudly brandish our own-brand baked beans, but in truth we do not value these mass-produced items. Marketers wrongly believe that social media marketing is also cheap

In her column on social media, Molly Flatt argues that brands on social networking sites should behave like brands rather than pretending to be consumers' friends. They should see customers as colleag

The article discusses the relationship between advertising and Word-of-Mouth (WOM). New empirical data collected by the authors over a three-year period, from their weekly TalkTrackR survey (a nationa

Social media are now becoming demographically widespread. Categorising participants as 'professionals', 'paid' and ordinary users is now inadequate; online presences are far more complex than this sug

As demand for Word-of-Mouth (WOM) marketing has grown, so has the need for insight into how influencers stimulate demand. The Word-of-Mouth Marketing Association (WOMMA) identifies five categories of

In order to effectively engage in Word-of-Mouth (WOM) marketing, brands must learn a new language of sustained, emotive engagement. It requires an entirely new way of thinking from determining a brand

The article argues that Word-of-Mouth (WOM) needs to be integrated into the whole brand development process, not tacked on as an afterthought. Most WOM techniques seem to be focused on distribution, w

Word-of-Mouth (WOM) exemplifies a fundamental change in the consumer/brand relationship; its real, underlying power is that it delivers to consumers information they trust, by means of a one-to-one mu

Word-of-Mouth (WOM) marketing is growing fast (double-digit growth each year since 2001 in US), and there is strong interest in the concept, but there remain obstacles to its being adopted in marketin

The article reviews the effectiveness of Word-of-Mouth (WOM), as exemplified by entries in the first WARC WOM Awards. Campaigns that build WOM are especially profitable because they can persuade consu

Brand 'friending' is the process by which brands seek to engage and interact with users of social networks. Friending can take many forms, but within three broad approaches: 1) getting users to become

IIncreasingly consumers like to spend time on social networking sites, and advertisers must be there, but it requires a quite different advertising model. Marketing spend does not correlate with viewi

The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing. This research identifies the factors that affect youth consumer participation in a mobi

Ogilvy presents advice on increasing profit during a recession. It suggests tips on leveraging digital influence in a downturn by examining who wields the influence in the current climate and suggesti

Bo Hellberg presents this case study on BP. While looking to develop clean fuels and alternative energy sources, at the same time as recognising that its use of performance fuels and oils remained ess

Second Life can be a dangerous place for ad agencies and brands. But taking a risk to engage and converse with the residents of this world can yield surprising results. Giles Rhys Jones explains the w

Personal recommendation through word-of-mouth is the marketer's "holy grail." Today, through the magic of broadband connection, users all over the world are sharing content (along with marketing messa

In this article, James Aitchison, Managing Editor of WARC Online, discusses WARC's Word of Mouth Marketing Awards 2008. The featured case studies include Aquafresh's launch of its new Iso-Active tooth ...

In this article, James Aitchison, Managing Editor of WARC Online, reports from WARC’s Word of Mouth Marketing Masterclass 2008. Word of mouth is an online and offline reality that marketers simply can ...

This word of mouth campaign aimed to differentiate AEG-Electrolux from competing white goods brands in a category where consumers are only active in the market at very long intervals, and only feel li ...

Channel 4's Disarming Britain season took an unflinching look at the increasing use of violence and weapons by young people on the nation's streets. The season featured a number of TV programmes and s ...

The V&A was running the Cold War Modern Exhibition - a retrospective of Cold War living encompassing architecture, art/film, design and politics - from September 2008 to January 2009. The exhibition h ...

Cadbury was aware of an online petition for the return of its discontinued Wispa brand, but wanted to measure the full intensity of its appeal to fully understand the scale, and potential, of the dema ...

STA Travel had a good reputation, but also suffered from the mistaken perception that it could only be used by people under the age of 26. This word of mouth campaign thus aimed to spread engaging con ...

This case details Chupa Chups' efforts to use a silent puppet to drive word-of-mouth about its new brand idea, 'Life's Less Serious'. Communications centered around Chuck, a silent puppet, who feature ...

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity. Th ...

Traditionally, O2 have been popular amongst students, but Orange had launched a highly successful campaign helping it to leapfrog the brand into first place. This word of mouth campaign aimed to win b ...

Caterer.com is a specialist recruitment website for the hospitality industry. Having grown out of the major trade publication, it boasts a strong heritage within the industry, which is reinforced thro ...

This paper discusses the campaign created to launch the first new Lotus sports car in over a decade - the Lotus Evora. The launch of the model was seen as a chance to re-ignite the Lotus brand, positi ...