It’s all about Trust.
WOMMA’s work is more important than ever as trust plays an increasing role in consumers’ relationships with brands, in marketers’ ability to reliably assess results and in the regulatory community’s standards for disclosure in newly developing platforms. That’s why our content, education, assessment tools, councils, website and events are organized around ethical behavior and best practices in these 3 pillars of WOMM.
Pillar 1: Influencer & Advocacy Marketing
Peer-to-peer influencers and customer advocates are now reaching audiences brands can’t reach on their own. Conversations, content, native advertising, user-generated ratings and recommendations or complaints, wherever they occur – online or offline, in social media or at in-person social gatherings – are motivating purchasing decisions with more power than paid media impressions. Consumers trust what their peers say about a brand more than what the brand itself says. WOMMA’s focus on ethical behavior and best practices in influencer and advocacy marketing is designed to help bolster consumer trust, leading to stronger relationships with brands.
Pillar 2: Research & Measurement
Today’s marketers need reliable measurement to be able to trust the return on their WOMM investment. Done right, it can lead to greater profits and success for companies. Done wrong, it can misinform and lead to bad business decisions. WOMMA provides research, metrics and guidelines for measurement standards to help businesses assess their performance and to support the case across many businesses that word of mouth marketing drives results across platforms and devices.
Pillar 3: Ethics & Compliance
In this rapidly evolving regulatory environment, one thing is clear: the basic principles of honesty, transparency and full disclosure that can be understood by the audience in the venue where it’s delivered and consumed are being applied to each new platform or marketing technique. Trust and transparency are necessary for sustainability and growth of our industry. WOMMA provides education, resources and thought leadership to help marketers learn and use best practices to protect consumer trust and avoid the need for regulatory action.
The landscape of marketing is changing daily with disruptive technologies, innovative platforms and new consumer preferences. But the foundation of consumer trust is a brand’s most valuable asset in any era. The 3 pillars of WOMM transcend time, technology and trends. We are WOMMA, the trade organization dedicated to ethical word of mouth and social media marketing. Together, we are spreading the word. Together, we are transforming the future of marketing.
- Review, Preview - December 9, 2016
- WOMMY Awards and WOMM Hall of Fame: The Importance of Celebrating Successes - October 31, 2016
- 3 Tools that will Shape the Future of WOMM - September 27, 2016
- The WOMMA Code of Ethics – It’s What Sets Us Apart - August 23, 2016
- Is Your WOMM Measuring Up? - July 5, 2016
- Is Social Media Marketing Word of Mouth Marketing? - April 26, 2016
- The 3 Pillars of WOMM - March 9, 2016
- The WOMMA Manifesto - February 9, 2016
- Elevating WOMM - February 4, 2016