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To download the full survey report visit http://www.womma.org/stateofWOMM
Word of mouth marketing is more effective than “traditional” marketing according to 64% of brand marketers interviewed in a new survey sponsored by the Word of Mouth Marketing Association (WOMMA) and the American Marketing Association (AMA).
The survey, which covered both online and offline forms of word of mouth (WOM) marketing, were released at the trade group’s annual Summit meeting. The survey was conducted online in September and October among 328 marketing executives in a wide variety of companies. The research company Decipher conducted the interviews online, drawing on members of the AMA and WOMMA.
Entitled the “State of Word of Mouth Marketing Survey,” the study found that 70% of marketers expect their companies will spend more money on social media in 2014, more than digital advertising (59%) email marketing (53%). The survey also found that 29% expect to spend more on “offline word of mouth marketing,” well ahead of print media (16%), product sampling (14%), and television (9%) in terms of future spending plans.
In the survey, marketers also said the three biggest obstacles to pursuing WOM and social media marketing are difficulty measuring offline WOM (89%), showing return on investment (85%), and measuring online social media (79%).
The State of WOMM survey found marketers believe that social marketing is highly effective, they need better tools to demonstrate its effectiveness. This is the great challenge for our industry: To provide more tools to show the return on investment from word of mouth marketing.
Survey Is First Collaboration for Trade Groups American Marketing Assn. and the Word of Mouth Marketing Assn.
To download the full survey report visit http://www.womma.org/stateofWOMM
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