A new study has revealed that almost four in ten internet marketing executives do not have programs in place to help them to track or encourage positive word of mouth marketing among their customers.

This is in spite of the fact that 84 per cent of respondents believed positive customer experiences and word of mouth had helped their brands to grow, the report from the Chief Marketing Officer (CMO) Council said.

A further 44 per cent of marketers admitted that high-profile negative customer experiences had compromised their brands at some point in the past.

Overall, 14.5 per cent of respondents track word of mouth on the internet while 12 per cent use a word of mouth marketing platform to enhance customer loyalty.

"CMOs must assume ownership for the customer experience and establish enterprise-wide measures and disciplines to ensure continuous improvement," said CMO Council executive director Donovan Neale-May.

Fewer than half of marketers use analytics to measure the success of their campaigns, according to a recent Alterian study.

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