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Great Model to Measure Word of Mouth Marketing

by yuswohady November 17, 2010
November 17, 2010

Temen-temen, saya menemukan sebuah survei dari McKinsey&Co yang dimuat di McKinsey Quarterly yang membahas pendekatan baru untuk mengukur word of mouth marketing (WOMM) yang dijalankan oleh marketer. Berdasarkan model tersebut diperkenalkan sebuah metric yang disebut Word of Mouth Equity (WOME) yang merefleksikan kemampuan sebuah brand atau program pemasaran dalam menghasilkan efek WOM. Nilai WOME ditentukan oleh berbagai variable yaitu: Message Volume, Network, Sender, Message Content, dan Message Source.

Saya kira sebuah model yang simpel dan bisa menjadi inspirasi temen-temen marketer dalam merancang sebuah program WOM untuk merek Anda. Berikut ini link-nya, silahkan kalau mau didownload. Measuring WOM Marketing – McKinsey Quarterly

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yuswohady

Yuswohady, Managing Partner Inventure. Author of 50+ books on business & marketing, incl. the best seller "Millennials KILL Everything" (2019) and "Consumer Megashift after Pandemic" (2020).

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1 comment

risa November 2, 2012 - 2:57 am

nice share 🙂

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