WOMMA Launches Research Blog

The Word of Mouth Marketing Association (WOMMA) has announced an important new resource for researchers and marketing professionals. The WOMMA research blog and email newsletter will consolidate a rich array of primary and secondary research, perspectives on methodology and measurement, and new writings of some of the best and brightest.

There's good reason to celebrate this new development and WOMMA's continued leadership in this area. There has been a significant amount of conceptual slippage in popular writing about WOM marketing tactics and campaigns. Too often negative connotations associated with one term or another, or a lack of clear understating, result in push-back from decisions-makers on innovative and customer-driven marketing initiatives.  A research-focused blog will provide a valuable platform for dialog over the meaning, understanding, and the value of key concepts. This blog and email newsletter advance the work already underway in WOMMA's Terminology Framework.

Two other important WOMMA research initiatives include the Units and Measures Project, and the Cross-Media Project. Each will help mainstream word-of-mouth marketing models, tactics, and agreed-upon indicators that measure ROI for customer-driven campaigns. The blog provides a valuable new dimension to WOMMA's work in this area by inviting a broader community to participate in the dialog and contribute to key developments. 

If you haven't check it out yet, I would strongly encourage you to visit the new blog and dig into some of the conversations sparked by the WOM research community. 

Tags: marketing womma