Advertising + Word of Mouth = WOMI
Posted by goodmind on March 13th, 2009
And what exactly is a “WOMI”? The term was dubbed by SocialMedia, an ad platform for social networking sites, and refers to a “Word of Mouth Impression”.
From Techcrunch:
WOMI campaigns present visitors with ads asking them for some kind of input either though a multiple choice question or using a text field. SocialMedia then uses this input to customize ads which are shown to the user’s friends on the same social network.
For example, if an ad for Star Wars had a call-to-action asking if I was on the Light Side or Dark Side of the Force, it could take my response and then present my friends with an ad that said “Jason is on the Light Side, how about you?”. In turn, their responses are passed on to all of their friends, making this among the first kind of advertising with a viral element. This interaction makes the ads mini-social applications in and of themselves, and have proven to be very successful in trial campaigns.
In testing, WOMIs “resulted in increased awareness, favorability, and purchases for the Fortune 500 company running the campaign”. Social media marketing is finally being taken to the next level; utilizing relationships to pass on targeted content. We would love to see how use of WOMIs grows in 2009.
Leave a Reply
You must be logged in to post a comment.
