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January 2005

← December 2004 | Womnibus Home | February 2005 →

New Article: Getting Good Buzz: What Can a Global Brand Do?

by Ed Keller, CEO, NOP World

Excerpted from Roper Reports Global Pulse November 2004

What is it about a brand that causes a consumer to recommend it to other people? Or does it have nothing to do with the brand and everything to do with the consumer's personality? Both dimensions come into play, signifying that marketers can generate buzz by understanding both the consumers who provide word of mouth and the characteristics of brands that drive this activity.

Learn more

Posted by WOMMA Editor at January 12, 2005 |

What's the Value of a Conversation?

By Aaron Cohen, CEO, Bolt Media

"What is the value of a conversation?' is a common and fair question in the media industry, a discipline marked by numbers and formulas developed to justify media spends. As 360-degree marketing straddles analytics and social behavior, the keepers of the budgetary keys are trying to figure out what to pencil into the WOM line. Media buying agencies know how to calculate the value of a banner ad, taking into account the number of eyeballs seeing the ad, whose eyeballs they are, what the content near the banner is, and how many people click on the banner.

Learn more

Posted by WOMMA Editor at January 12, 2005 |

Fergus Hampton: How to manage your corporate reputation online

MarketingProfs.com
March 23, 2004

Communications professionals that master the challenge of monitoring online discussion will be able to better manage their company’s reputation and brand. In doing so, they can elevate their role to one that provides a high level of strategic business input.

Fergus Hampton is CEO at Millward Brown Precis

http://www.marketingprofs.com/print.asp?source=%2F4%2Fhampton1%2Easp

Posted by WOMMA Editor at January 7, 2005 |

ClickZ: Word of Mouth Ethics Challenge

Pamela Parker discusses the complex issues related to ethics and word of mouth marketing.

http://www.clickz.com/experts/brand/buzz/article.php/3455721

Posted by WOMMA Editor at January 7, 2005 |

Organic's Mark Kingdon in Clickz

Mark Kingdon, CEO of WOMMA member Organic gave WOMMA a nice mention in this his insightful column "Five Agency Resolutions for 2005."

A great quote:

You need to really dig into your target customer's mindset. Think like they think. Experience your brand the way they do. Take field trips. Call the customer service hotline. Empathize with them. Know them. If at all possible, conduct primary research so you can develop a clear, fact-based understanding of your target market.

Learn more

Posted by WOMMA Editor at January 4, 2005 |

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