Word of mouth marketing and "cheeseheads"
First, an item from Brandweek’s December 31 edition: word-of-mouth marketing is “projected to hit $1.3 billion this year, up almost 33% from $981 million in 2006,” and “spending is expected to triple by 2011.” This is due to “the explosion of communications on the Internet” and “the acceptance of WOM as a separate discipline beyond ads and public relations.”
This makes sense to me. In an era where the consumer is taking increasing control over marketing, it pays to spend money to facilitate WOM. What the article doesn’t explain, though, is what all this money is being spent on if word of mouth is mostly done for free, by consumers leaving feedback on e-commerce sites, social networking sites, and blogs. True, there is a mention of a company that “leverages relationships with artists in underground
Speaking of WOM, Wisconsin is generating some buzz as it