Marketing Strategy Expert Witnesses Part 1

Marketing strategy expert witnesses may write reports and opine on branding, market studies, market analysis, and related topics. Here, WOMMA, the Word of Mouth Marketing Association describes common types of word of mouth marketing.

This is not a complete list — we’re publishing it as a means to begin a dialog toward standardization, and we welcome your comments. (Not everyone agrees that each of these should be part of word of mouth marketing, and many marketers use different terms to describe them.)

Buzz Marketing: Using high-profile entertainment or news to get people to talk about your brand.

Viral Marketing: Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email.

Community Marketing: Forming or supporting niche communities that are likely to share interests about the brand (such as user groups, fan clubs, and discussion forums); providing tools, content, and information to support those communities.

Grassroots Marketing: Organizing and motivating volunteers to engage in personal or local outreach.

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