New in the WOMMA Member Center
We are constantly adding valuable word of mouth marketing whitepapers, research studies, essays, opinion papers, and other content to WOMMA's member center. These are just a few of the NEW items you'll find there:
>> Case Study: How Zune Morphed Into a Haven for Artists on the Rise
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Take a look at this case study from WOMMA member company Microsoft. Multiple perspectives detail what Microsoft used new media and word of mouth marketing techniques to launch Zune into the hands of enthusiastic users. Peruse articles from Advertising Age and BrandWeek as well as a synopsis from Feed Co.
>> Finding the "Missing Link": Advertising's Impact on WOM, Web Searches & Site Visits
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This article by Jeffrey Graham of The New York Times, originally published in The Journal of Advertising Research, was referenced in Graham's Word of Mouth Marketing University presentation last week in Miami. This article talks about the gap between marketers' big talk about the power of WOMM and their big spending on traditional media. It specifically addresses advertising's impact on positive word of mouth.
WOMMA members, log in to the WOMMA Member Center to download your own copy:
http://womma.leveragesoftware.com/blog_view.aspx?CustomerID=memberlibrary
