Author Explains How to Make a Message Viral
Dresner, Senior Editor, IIR
well understood that word-of-mouth is an extremely influential marketing
medium, but just how powerful may surprise you.
to Wharton Professor of Marketing Jonah Berger, $1 invested in WOM may actually
be worth up to 10 times that of a
conventional ad dollar
make,’ he told The Research Insighter.
a good read on WOM may be one of the most valuable forms of consumer
intelligence one could hope for, but are we really getting one?
and marketers have increasingly fixated on passive capture of WOM through
technology’social media analytics, NLP, etc.
despite all of the hype around Facebook, Twitter, etc., Berger’author of the
best-seller ‘Contagious: Why Things Catch On”points
out only about 7% of WOM
isn’t to say that social media isn’t a good WOM proxy, but Berger advises not
to get too hung up on technology and media platforms’they come and go.
‘We all understand word-of-mouth affects sales, but most businesses aren’t
being scientific about how to harness it and use those customer insights to
drive their sales,’ he explained.
to stop thinking about WOM in terms of technology and start thinking in terms
of psychology,’ Berger said.
Research Insighter interview
series, Jonah Berger shares his ‘STEPPS’ framework and the six
factors that prompt people to pass something on…
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ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a publication for the marketing research and consumer insights industry. He may be reached at firstname.lastname@example.org. Follow him @mdrezz.