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BtoB

WOMMA releases standards for word-of-mouth marketing

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Chicago—The Word of Mouth Marketing Association (WOMMA) released standards for tracking and quantifying word-of-mouth marketing at its Measuring Word of Mouth conference in Chicago, which runs this week.

The standards were developed by more than 30 marketing analytics experts, and they include terminology for defining and measuring word-of-mouth marketing.

The standards attempt to answer the following questions:

  • How do you track and measure word-of-mouth?
  • How do you prove the ROI of word-of-mouth?
  • How do you know which strategies work best?
  • How do you optimize messages so they will go viral?
  • Why do consumers become advocates or detractors?
  • How does word-of-mouth fit into your media plan?

More information is available athttp://www.womma.org/research.

—Kate Maddox

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