Word of Mouth firm chief Ed Keller assembled some primary and secondary
research to putting real numbers behind what different industries might expect in terms of effect from investing in both online and offline word of mouth campaigns.
Interestingly, different product categories appear to be affected in vastly different ways by a firms social voice. Brokerage firms, for instance may see WOM contributing to only 10 percent marketing impact, where the auto sector finds it to be 27 percent.
Offline WOM appears to be much more effective than the digital equivalent - which in some ways is unfortunate, as it is quite a bit easier to mount an online campaign.
One of the indicators WOM is working: it starts to drive active search behaviors on the topic, which again argues for close integration in the online campaign channels.