The WOMMA WordWOMM-U: Day One Case Study: New York Times: Return on Influence
WOMM-U: Day One Case Study: New York Times: Return on Influence
Immediately after the opening keynote, Jeffrey Graham from the New York Times presented a case study on how the NYTimes is researching how word of mouth impacts advertising.
Jeffrey disagreed with Joesph, he thinks that WOM and traditional marketing can co-exist, that is that traditional advertising is not going away.
Jeffrey has a new title for his presentation: WOM: Marketing's Butt Crack. Good laugh.
Next up was a quick game to get things started.
First question: What are the more commonly used marketing objectives? A: Branding/Awareness B: Direct Response C: Trial Response
Second question: What variables are used most commonly in planning marketing? A: Demographics B: Contextual Relevance C: Cost
Third question: What are the most common measures of marketing effectiveness? A: Direct B: Response Branding
Fourth question: What is the most influential contact point? A: Word of Mouth
To read the full post, visit: http://www.womma.org/wommu.
