Internet: Viral, word of mouth

 

Attention is rapidly becoming the scarcest commodity in media, but remains the most strategically vital. The advent of digital media has resulted in an 'information overload', and an almost endless so ...

WARC Online's media editor, Laura James, analyses the media trends of the 55 published winners of the 2008 US Effie awards (there was a total of 94 winning entries to the competition). Online emerges ...

This article discusses the success of a viral video produced for PepsiCo's Gatorade brand by the agency Element 79, which achieved some six million views in the three months following its release, as ...

This paper examines how online and Web 2.0 applications affect commercial influencing behaviour (by which we mean word of mouth or click, in relation to three core influencing behaviours: collecting i ...

The internet is a user-controlled environment, meaning that creating engaging viral content to grab consumers' attention is both challenging and, potentially, highly rewarding. This article discusses ...

This article summarises the book 'Join the Conversation: how to engage marketing-weary consumers with the power of community, dialogue, and partnership', by Joseph Jaffe (Wiley, 2007). The key premise ...

Until recently, different elements of a campaign were evaluated in completely different ways. That, however, has all changed. This article describes TROI, a form of real-time research that aims to cap ...

In the time since the advent of the Internet, the influence of online recommendations on consumer decision making has attracted great attention. YouTube and sites with blogging capabilities, such as M ...

This article, by Jimmy Maymann of GoViral, discusses how to create successful viral communications. It argues that good content is key, otherwise recipients will not 'seed' - that is, spread - the con ...

This article discusses the techniques used to drive word-of-mouth, so as to create 'fame' for a brand. Tactics include: finding a taboo to break (Angelsoft, nzgirl, OPSM Contact Lenses, Ryvita Minis, ...

Using the example of the Sony BRAVIA 'Balls' commercial, this paper discusses the value and effects of consumer-generated spoof versions of viral films. It argues that the number, popularity and durat ...

Grabbing internet users' attention with viral advertising is getting harder. In this article, GoViral, the specialist viral distribution agency, asks whether virals which parody or allude to other ca ...

How can advertisers track online word of mouth about brands when there are more than 70m English language internet blogs? This article examines tools called brand association maps to measure what is s ...

Word of mouth (WOM) is the hot topic in marketing these days, with spending on WOM projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about bra ...

This paper demonstrates how a new real-time research approach, TROI, captured how a catchphrase caught on within the context of a fully integrated campaign for Axe/Lynx. The deodorant brand has been t ...

Word of mouth (WOM) is attracting increased attention as a vital source of influence on purchase decision- making. The rapid uptake of online social networking and other types of Web 2.0 applications ...

John Griffiths, Planning Above and Beyond, reports on WOM UK's 'How To' Word of Mouth Marketing Workshop. Among the topics under discussion were how to identify 'influencers', using brand agents, esta ...

During 2007, viral marketing became a true part of the mainstream marketing mix. This paper contains movies and commentary on the top ten viral films of the year according to their popularity on the v ...

The advent of social media has made word-of-mouth marketing more powerful than ever. WOM can create awareness for new products, build buzz for existing products or brands, or drive sales; it is an alw ...

To investigate the determinants of the effects of a viral campaign, we employ the classical framework of a persuasive communication model, designated as “Who says what to whom in which channel and wit ...

Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources ...

For television programs, positive word of mouth (PWOM) is four times more common than negative word of mouth (NWOM). PWOM also had a positive impact on those it reached, while the effects of NWOM were ...

Various forms of traditional promotions (e.g., free-standing inserts) as well as newer versions of viral marketing campaigns ask consumers to write personal testimonials about their brand-related expe ...

The evidence is abundantly clear: word of mouth (WOM) is the most important and effective communications channel. Now, the search is on for strong, quantifiable research to help marketers navigate thi ...

For decades, marketers have trumpeted the importance of word of mouth in influencing purchase choice, but have still spent billions on brand advertising—without any proof of the link between the two. ...

Marketers are interested in the phenomenon of "consumer-generated media", or "buzz", given its potential to affect the commercial prospects for their products. Within the consumer packaged goods (CPG) ...

Super Bowl advertisers count on media coverage and word-of-mouth discussion to provide ROI beyond the game’s viewership and to justify the most expensive 30-second commercial time of the year. Many co ...

Word of mouth (WOM) is an important component of a complex and dynamic marketplace environment, and as such, WOM research is best undertaken as part of a holistic research program. Five principles des ...

In today’s fragmented media landscape, generating positive word of mouth (WOM) among consumers has become an important tool for marketers. Marketers are challenged with identifying influential individ ...

In traditional campaign post-testing, only the impact of direct exposure (people actually having seen the creative) is measured. Word-of-mouth (or of mouse), and what people do after viewing a commerc ...