Word of mouth advertising seeking to grow in 2011


It’s not at the top of the list when it comes to which advertising media are bellying up to the biggest slice of the advertising pie, but companies operating in the word of mouth sphere are doing what they can to increase their share. The medium’s organization, WOMMA, has formed a group of strategic partners for the year as it seeks to establish the category’s credibility.

WOMMA, otherwise known as the Word of Mouth Marketing Association, describes itself as a “…non-profit organization dedicated to advancing and advocating the discipline of credible word of mouth marketing.” It is linking with various outfits with an interest in the advertising form, with an eye toward developing it as a discipline.

From WOMMA, here are its 2011 strategic partners, briefly described:

* coBRANDiT: provides engagement strategy and tactical execution for video based social media and word-of-mouth marketing programs through video production, distribution and strategy.

* ConnectMedia Ventures: provides mobile marketing services and technology that enable companies to leverage the mobile channel to increase the effectiveness of traditional media campaigns.

* Context Optional: arms Fortune 500 brands with the tools and services to help them build, monitor and measure their brand presence across the social web.

* Leverage Software: creates enterprise-grade social networks for companies.

* Lippe Taylor: specializes in brand communications and reaching women with exciting and engaging traditional and social media campaigns.

* Marketwire: is a leading newswire service offering press release distribution, media contact management, media monitoring services and other workflow solutions for public relations, investor relations, journalists and other communications professionals.

* Room214: helps businesses connect to the people who matter most, creating online social experiences that integrate business intelligence, social network & mobile technologies.

RBR-TVBR observation: We never cease to be amazed at the advertising community, which leaves no stone unturned in the endless quest to get the word out about this, that or the other thing. WOMMA might bear watching by broadcasters as a possible option for a station’s own marketing and promotion activities.