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ROI for word-of-mouth marketing? I’m dubious, but leading WOM shop BzzAgent says a conversation by one of its 400,000-plus minions on behalf of a brand is worth about 50 cents. Analyst David Bank, speaking for free to Brandweek, explains: “I might think I’m paying X amount for a CPM, but if virality is 30 times that, I’m paying so much less. If you have a 27 times virality rate, you really paid a 27th of that.”
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