Word-of-mouth marketing is tricky to quantify, in spite of clear evidence that it works -- but a recent white paper from MarketShare and the Keller Fay Group claims to have trustworthy new numbers for WOMM, Keller Fay Group CEO Ed Keller writes. Examining brands in four product fields, the study found that a 10% increase in word-of-mouth directly increased sales between 0.2% and 1.5%. "The importance of this analysis is that it helps to move word of mouth from a nice to have activity ... to one that is understood to be a central driver of marketing effectiveness and sales," Keller adds.

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