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If a conversation costs 50 cents to generate, how much profit do marketers reap from the typical eight minutes a consumer spends talking about their favorite brands?
According to BzzAgent, a word-of-mouth marketing agency in Boston, that profit is 38 cents. The firm has pegged this amount as the “communication dividend” in a report titled Calculating Your Communication Dividend, which examines the value of word-of-mouth conversations. It builds on another report (in June) that found the average cost of an eight-minute conversation to be 49 cents.
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