BOSTON: Seminal word-of-mouth marketing firm BzzAgent said that its campaigns reached almost 11 million more consumers this year than last year, aided by an improved web presence and stronger ties with PR and ad agencies.
The agency used a new metric derived from a recent Northeastern University study, which found that each consumer who finds a product via WOM is likely to tell 4.14 other people about it. Based on that, BzzAgent calculated that it reached 34 million consumers with 119 campaigns in the past year.
BzzAgent director of communications Joe Chernov attributed much of the increase to rising use of WOM by outside agencies.
“Agencies sell bigger campaigns,” he said. “They work with bigger budgets…and they sell [WOM] as part of a larger whole.”