Everybody knows that word of mouth is the most effective marketing tool ever. After all a rave review from a friend or a colleague can tilt the scales in favor of a particular brand or product. So shouldn’t marketers be paying more attention to it? Apparently, they do not. A recent survey conducted by BOLDMOUTH, reveals that 65% of marketers do not have a formal W-O-M marketing plan. In fact, most organizations spend little on W-O-M campaigns and do not have clear cut guidelines or knowledge on how to measure results. Reasons cited as impediments to the implementation of W-O-M plans include lack of metrics, lack of staff skills, budget constraints and more importantly, uncertainty on how to integrate it into existing efforts.

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