It appears that there is significant interest in this type of viral marketing. Fully one-half of US marketers surveyed are using word-of-mouth marketing at the present time, while 21% are planning to use it and 14% might use it.
They also see it as important. Almost two-thirds of respondents rate word-of mouth marketing as "extremely" or "very" important.
It seems that their confidence is merited, at least on the consumer side. According to a BIGresearch study from December 2005, word of mouth marketing is the most influential media when it comes to making purchases.
Those marketers who have resisted a word-of-mouth campaign are mostly likely to cite lack of metrics as a reason, though quite a few also have difficulty figuring out how to integrate it into their marketing plan, or don't have the staff to do word-of-mouth effectively.
Clearly, those who use word of mouth marketing expect results quick. Over 44% say they anticipate the benefits to come in anywhere from a few weeks to a few days, while a bit under 20% feel it will take 6 months or longer.
You can learn more about word-of-mouth marketing by reading eMarketer's report, Word of Mouth Marketing:
The Stats, Surveys and Substance Behind the Buzz.