Senaste nytt kring reklaminvesteringarna i W-o-M

WOMMA har kommit ut med sin senaste sammanställning av reklaminvesteringarna i word-of-mouth på andra sidan Atlanten. För er som behärskar det engelska språket följer här de mest intressanta utdragen:

• “Spending on U.S. word-of-mouth (WoM) marketing increased 14.2% to $1.54 billion in 2008, as brands recognized the need to get involved in consumer and business conversations and allocate resources to WoM. Spending increased at a compound annual growth rate (CAGR) of 37.6% from 2003 to 2008.”

• “Total spending on WoM marketing is expected to increase 10.2% to $1.70 billion in 2009 and grow at a CAGR of 14.5% during the 2008-2013 period, reaching $3.04 billion as more brands include WoM in their media mix and ROI metrics improve.”

• “The growing use of WoM programs that rely on “influential ambassadors” to share their knowledge and opinions about products and brands led to a 34.6% increase in WoM media to $109 million in 2008. Spending increased at a CAGR of 122.5% from 2003 to 2008, the strongest growth rate among all of the WoM categories.”

Föga förvånande ser vi alltså en fortsatt tillväxt i branschen som helhet samtidigt som mer “traditionella” kommunikationsformer tycks tappa. Värt att notera i övrigt är att det fortsatt främst är branscher för konsumnetprodukter som nyttjar word-of-mouth (17,4% av de totala w-o-m-investeringarna), följt av mat/dryck (12,2%), finanssektorn (9,5%), elektrokink/telecom (9,4%), retail (9,2%) och bilindustrin (8,6%).