FEBRUARY 08, 2006
A new study from Osterman Research and BoldMouth.com reports the responses of over 100 online marketers on the state of word of mouth marketing in the US.
It appears that there is significant interest in this type of viral marketing. Fully one-half of US marketers surveyed are using word-of-mouth marketing at the present time, while 21% are planning to use it and 14% might use it.
They also see it as important. Almost two-thirds of respondents rate word-of mouth marketing as "extremely" or "very" important.
It seems that their confidence is merited, at least on the consumer side. According to a BIGresearch study from December 2005, word of mouth marketing is the most influential media when it comes to making purchases.
Those marketers who have resisted a word-of-mouth campaign are mostly likely to cite lack of metrics as a reason, though quite a few also have difficulty figuring out how to integrate it into their marketing plan, or don't have the staff to do word-of-mouth effectively.
Clearly, those who use word of mouth marketing expect results quick. Over 44% say they anticipate the benefits to come in anywhere from a few weeks to a few days, while a bit under 20% feel it will take 6 months or longer.
You can learn more about word-of-mouth marketing by reading eMarketer's report, Word of Mouth Marketing: The Stats, Surveys and Substance Behind the Buzz.