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Word of Mouth Marketing: The Stats, Surveys and Substance Behind the BuzzProduct Type: Market Research ReportPublished by: eMarketer Published: December 2005 Product Code: R203-393 Description Attention: Marketers, Advertising Agencies, Retailers, Online Content Sites and Educators.The Word of Mouth Marketing report examines why so many online marketers are engaging in word of mouth or viral campaigns—and why even more plan to do so in the future. Word of mouth is the "hidden statistic." No one has locked on to a defining statistic for word-of-mouth marketing. eMarketer analyzed data from hundreds of sources to measure the influence, effectiveness and extent of word of mouth marketing efforts. Based on aggregated data and interviews with various word of mouth marketing experts, eMarketer estimates that almost half of online marketers will engage in some form of word of mouth or viral campaign this year. Next year, a majority of digital marketers will conduct such efforts. A recent survey, which asked marketers what type of digital media they were either using or planning to use, found that exactly two-thirds cited word of mouth. Find out why the oldest form of advertising may be about to enter its heyday—and what that means for your marketing plans. Key questions the "Word of Mouth Marketing" report answers:
The Word of Mouth Marketing report aggregates the latest data from leading researchers—BIGresearch, Cap Gemini, CMO Magazine, DoubleClick, Global Fluency, Harris Interactive, Nielsen//NetRatings, NOP, OPA, RoperASW, Thomas, Townsend & Kent (TTK) and others—with a wealth of eMarketer numbers, projections and analysis to give you the information you need to make well-informed decisions concerning this fast-growing, effective and economical new marketing tool. Table of Contents Impetus Letter from eMarketer Letter from WOMMA A. The Hidden Statistic Types of Digital Media that US Marketers Are Currently Using or Considering Using, 2004 (as a % of respondents) Emergent Marketing Techniques that US Marketing Executives Use Currently or Plan to within Next Six Months, 2005 (as a % of respondents) B. Quantifying the Peer-to-Peer Influence Factor Factors that UK Consumers Say Make Them Feel Comfortable about a Product or Service, 2004 (as a % of respondents) People to Whom US Consumers Are Most Likely to Pass Along Product or Service Recommendations, February 2005 (as a % of respondents) US Online Video Viewers' Response to Seeing an Online Video Advertisement, 2004 (as a % of respondents) Name a Category, and Word of Mouth is a Key Influencer Top Five and Bottom Five Product/Service Categories among US Internet Users Who Have Sent Word of Mouth Communications, June 2005 (as a % of respondents) Top Five and Bottom Five Product/Service Categories among US Internet Users Who Have Received Word of Mouth Communications, June 2005 (as a % of respondents) Top Reasons that Affect US Consumers' Choice of Their Primary Bank, November 2003 (as a % of respondents) Method of First Hearing about a Banking/Credit Card Product or Service according to US Online Consumers*, February 2005 (as a % of respondents) Marketing Vehicle that Most Influenced a Decision to Purchase an Investment/Mortgage Product or Service according to US Online Consumers*, February 2005 (as a % of respondents) Worldwide* Automobile Consumers, Dealers and Manufacturers' Opinions Regarding the Influence of Promotional Media in the Car Buying Process, 2003 (as a % of respondents) Top Reasons that Affect US Consumers' Choice of an Airline for Personal Travel, November 2003 (as a % of respondents) Resources for Obtaining Travel Information Used by Affluent* US Consumers, 2004 (as a % of respondents) How US Holiday Shoppers Find Gifts to Buy Online, 2004 (as a % of respondents) Advertising Media That Influence US Consumer Purchasing Decisions, by Product Category, 2005 (as a % of respondents) How Households in North America Were Made Aware of DVRs, 2004 (as a % of online DVR households) How US Students Learn about Home Electronics Devices, August 2004 (as a % of respondents) Factors Influencing Consumers in Select Countries Worldwide to Upgrade to the Newest Model*, 2005 (as a % of respondents) Important Factors for Mobile Phone Users in Select Countries Worldwide when Downloading Mobile Content, May-June 2005 (as a % of respondents) Factors Influencing Consumers in Select Countries Worldwide to Upgrade to the Newest Model*, 2005 (as a % of respondents) Information Sources Used by US Consumers for Health Information, 2005 (as a % of respondents) Sources from which US Older Adults and Seniors Say They Get "A Lot" or "Some" Health Information, March-April 2004 (as a % of respondents) Sources Used by US Internet Users to Get Information about Movies and Television Shows, April 2005 (as a % of respondents) Sources of Entertainment Information Used by US Internet Users, by Gender, April 2005 (as a % of respondents) Sources Used by US Internet Users to Get Information about Local Entertainment*, April 2005 (as a % of respondents) Resources US B2B Buyers Use to Research IT Solutions, 2004 (as a % of respondents) Demographic Groups and Word of Mouth Marketing Advertising Media that US "Influentials” Would Include in a Campaign to Reach People Like Themselves, May 2003 (as a % of respondents) Profile of US Internet Users Who Have Rated a Product, Service or a Person Online, May-June 2004 (as a % of respondents in each category) Demographic Profile of US Blog Visitors, Q1 2005 (as a % of respondents) Demographic Profile of US Blog Users, 2004 Types of Blogs Visited by US Internet Users within the Past Six Months, March 2005 (as a % of respondents) C. Seven Tips for Successful Word of Mouth and Viral Campaigns #1. Take Off Your Corporate Marketing- Speak Hat #2. Identify Opinion Leaders and Seek to Make Friends with Them #3. Make it Easy to Spread the Word #4. Start with the Big Idea #5. Connect Your Buzz Program to Your Overall Marketing Strategy #6. Be Responsible (Don't Just Pay "Lip Service" to Word of Mouth) #7. Measure It All: The Good, the Bad, the Ugly D. Ten Reasons Why Word of Mouth Marketing Is So Hot (and Why It Will Only Get Hotter) #1. The Consumer is in Control #2. Growing Distrust of Advertising Messages #3. Empowered Consumers Are Not Just Negative, They're Fighting Back! #4. Increased Spending Behind Interactive Advertising US Online Ad Spending, 2000-2009 (in billions) #5. Emphasis on Targeting and Relevance in Advertising Campaigns Primary Type of Marketing US Companies Use or Plan to Use, 2003 & 2004 (as a % of respondents) #6. E-mail and Other Interactive Platforms Make it Easy to Employ Viral Programs US Consumers Who Use E-Mail to Make Recommendations to Others, February 2005 (as a % of respondents) Frequency with which US Mothers Tell Friends about Commercial E-Mail Messages that They Find Valuable, August 2004 (as a % of respondents) #7. Word of Mouth Is Relatively Inexpensive Viral Ad Campaign Costs (1) according to US Marketers and Viral Ad Agency Executives, by Tactic and Experience Level, March 2005 Borla Performance Industry Case Study: Weighing Costs vs. Benefits, 2005 #8. Accountability and Measurement #9. The "Energizer Bunny" Effect #10. The Online Ripple Effect About the Word of Mouth Marketing Association Who we are What we do eMarketer Contact and Contributor Information Contact Report Contributors |
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