Hype Or Holy Grail

Pearce, Jake
March 2008
NZ Marketing Magazine;Mar2008, Vol. 27 Issue 2, p14
The article discusses the formation of the Word of Mouth Marketing Association (WOMMA) of the U.S., which aims to support organizations that undertake word of mouth marketing campaigns. A Society for New Communications Research study indicates that, by 2012, 81 percent of U.S. marketers will spend at least as much on conversational marketing as traditional marketing. Marketers are expected to spend actual advertising money on promoting word of mouth.


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