Analysis: Social media's ROI lies in its WOMM potential

02/7/2013 | Advertising Age (tiered subscription model)

Word-of-mouth marketers have an easier route to demonstrating their campaigns' return on investment than social media marketers do, a study says. Combined online and offline buzz produces improvements in general marketing performance and leads to increases in real-world sales, the study found, with offline chatter having the biggest effect on sales. Spanish-language content targeted toward Hispanics tends to have especially strong results, another study says.

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