CHICAGO: A new website from the Word of Mouth Marketing Association (WOMMA) is dedicated to teaching the ethics of such marketing.
Called Word of Mouth Basic Training (WOMBAT), the site offers original content in blogs, podcasts, and e-mail newsletters.
Word-of-mouth marketing has come under fire of late, as some groups question the ethics of marketers who don't fully disclose their client relationships.
"Much of this confusion comes from not understanding what word-of-mouth marketing is," explained WOMMA CEO Andy Sernovitz.
WOMBAT (www.womma.org/wombat) features how-to information and case studies from industry veterans, including Paul Rand, Ketchum's chief development and innovation officer, and Pete Blackshaw, CMO of Intelliseek.
The site will also feature other PR and marketing professionals, authors, analysts, and academics.
"Our mission is to grow the business by teaching people how to do this," said Sernovitz.
According to a recent eMarketer/WOMMA study, 43% of all marketers plan to incorporate word-of-mouth campaigns into their marketing next year