WOM Is Booming

According to Ad Age, word-of-mouth spending has increased from $76 million in 2001 to $981 million in 2006 and is expected to grow to approximately $3.7 billion by 2011.
Still, the discipline accounted for just 0.4% of the share in the $254 billion marketing-services category, a grouping that includes direct marketing, branded entertainment and public relations, among others. If PQ Media’s analysis is correct, however, word-of-mouth marketing won’t stay small for long: The field grew 35.9% in 2006, far more than both the overall marketing-services category (7.7%) and the U.S. Gross Domestic Product (5.7%).

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.