Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Scooped by Russ Merz, Ph.D.!

WOMMA - Return on WOM Study

WOMMA - Return on WOM Study | Integrated Brand Communications |

What is the true value of WOM, online and off, relative to other marketing and media?

In June, WOMMA gathered some of the world’s leading brands and researchers and launched “Return on Word of Mouth,” a landmark study to finally answer this question, as well as ...

What are WOM’s direct and indirect effects on sales compared with those of other media?How do WOM and other media enrich and amplify each other?How does all this vary by category?What are the best practices for including WOM in marketing mix models?
Russ Merz, Ph.D.'s insight:

Some strong claims being made by WOMMA about their recent study on the effects of #wordofmouth (#WOM) marketing. However, until they release details about the methodology used, the veracity  of the findings, and their applicability to #brand strategy, will be questioned.

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Rescooped by Russ Merz, Ph.D. from Social Media e Innovación Tecnológica!

Your Story is Your Brand - Empower Employees and Customer Advocates to Carry the Message

Your Story is Your Brand - Empower Employees and Customer Advocates to Carry the Message | Integrated Brand Communications |

With all the social media frenzy these days, it’s hard to focus at times on what really matters: relationships, not likes, social mentions, or tweets.


Businesses still speak the language of positive customer outcomes: we measure revenues, customer lifetime value, loyalty, customer retention, referrals, advocacy and acquisition. All these “business” results come from growing and deepening customer connections.


That means growing a human element in order to scale relationships. That’s why every executive and business owner today is a Chief Relationship Officer.

Via janlgordon, Gladys Pintado
Russ Merz, Ph.D.'s insight:

Presents a very interesting discussion about the need to "scale" relationships between the #brand and its employees , advocates and customers. The concept of "return on relationships" is provocative and insightful. However, is it doable or desirable for every brand?

Russ Merz, Ph.D.'s comment, September 7, 2013 8:38 PM
Scalability only works with very standardized and repeatable product/services. If you are a customized job shop the scalability of direct SME interaction is limited and ultimately a money losing proposition, unless you bill for it. Think about legal or medical practices where every interaction is likely to be unique.
Hans Heesterbeek's curator insight, September 9, 2013 12:31 AM

we need marketing, we need the people customers, employees, freinds. We need relationships. Relationships are build on authenticithy are build on feelings, truth. Not build on hollow frases you have to put in energy in relationships and honesty. Meeting people one way or the other 

janlgordon's comment, September 9, 2013 2:10 PM
Hans Heesterbeek I absolutely agree with you, thank you for your comment.