Word-of-mouth advertising is generating significant interest, with more than half of US marketers surveyed currently using the medium.
According to a new study from Osterman Research and BoldMouth.com, out of 100 online marketers, 21% of respondents are planning to use word-of-mouth advertising, with a further 14% considering it.
The medium is also seen as an important and effective way of reaching audiences, with almost two-thirds of respondents rating word-of-mouth advertising as “extremely” or “very important”.
Marketers’ increasing confidence in this area is echoed in a study by BIGresearch, claiming that word-of-mouth marketing is the most influential when it comes to making purchases (see Research Emphasises Power Of Word Of Mouth).
Looking at the major issues preventing advertisers using this type of advertising, respondents cite lack of metrics as a reason, as well as difficulty integrating it into their marketing plan. Not having sufficient staff to carry out word-of-mouth effectively.
Those who already use word-of-mouth marketing expect fast results, with over 44% saying they anticipate the benefits to come in anywhere from a few weeks to a few days, while 20% claim it will take six months or longer.
A recent study by eMarketer confirms word-of-mouth advertising’s increasing popularity, predicting the medium to enjoy a surge in popularity over the coming years.
According to estimates from eMarketer, about half of all online marketers are engaging in some form of word of mouth or viral campaign, with the number predicted to increase (see Word Of Mouth Advertising Set To Increase).
UK research published in April 2004, by media agency Mediaedge:cia, also urged advertisers to exploit the influences of word of mouth as an integral part of marketing campaigns. The study showed that over three quarters of respondents cited word of mouth as their main influence when deciding whether or not to purchase a product, while only 15% claimed that advertising helped them to make a decision.
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