Word of mouth marketing is more effective than “traditional” marketing according to 64% of brand marketers interviewed in a new survey sponsored by the Word of Mouth Marketing Association (WOMMA) and the American Marketing Association (AMA). The survey, which covered both online and offline forms of word of mouth (WOM) marketing, were released at the trade group’s annual Summit meeting. The survey was conducted online in September and October among 328 marketing executives in a wide variety of companies. The research company Decipher conducted the interviews online, drawing on members of the AMA and WOMMA. The State of WOMM survey found marketers believe that social marketing is highly effective, they need better tools to demonstrate its effectiveness. This is the great challenge for our industry: To provide more tools to show the return on investment from word of mouth marketing.