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Research is the first step in developing a Word of Mouth Marketing campaign

March 16, 2008

So I sent a note to Andy Sernovitz the other day. For those of you who may not know it, Mr. Sernovitz is the Godfather of the Word of Mouth discipline. He is the author of Word of Mouth Marketing: How Smart Companies Get People Talking and a co-founder and past CEO of the Word of Mouth Marketing Association.

I asked what role research played in a word of mouth marketing campaign. He replied, “I think research is key to the process. We need to know who is talking and what they are talking about. It should start with the research side!”

Before you begin a word of mouth marketing campaign, find out who’s talking about you, what are they saying and why. All the other steps in developing the campaign will be that much more productive.

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2 comments

  1. […] Anita Campbell wrote an interesting post today onHere’s a quick excerptI asked what role research played in a word of mouth marketing campaign. He replied, “I think research is key to the process. We need to know who is talking and what they are talking about. It should start with the research side!” … […]


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