Word of Mouth Marketing strategies

Word of Mouth Marketing strategies

“Word of mouth” is a type of marketing. It usually happens in our daily life. We listen to someone talking about a product benefits and we get influenced by the words of those person such that we buy that product. The person whose words have encouraged us to buy that product has done “word of mouth” marketing.

Now we find the product good enough and matches our requirements, we will do “word of mouth” marketing for the product by letting others know about the benefits of the product. We will not do this intentionally but the impact which the product or the person has created on us, due to that impact we will do it.

George Silverman was the first person in introducing these marketing to the world and he has referred this marketing as “teleconferenced peer influenced groups”. He has given this name in order to engage physicians in dialogue about new pharmaceutical products as because he is a psychologist.

         

Word of mouth marketing today is not only occurring by face to face interaction but also on online. There are various factors which lead to word of mouth marketing which are emotion, social currency, public, interest, practical value. Interest is a key factor here leading the word of mouth marketing as suggested by Andy Sernovitz (CEO of GasPedal) that nobody talks about boring companies, boring products, or boring ads.

Some say that word of mouth marketing is a very important aspect as it is the involvement of people talking. If you've had a good brand experience, you may want to mention it to a friend or family member. With 92 percent of consumers now more than any other form of marketing trust a recommendation from friends and family, they are likely to try it out for themselves.

Instead of marketing directly to consumers, marketers will get their consumers to do the work for them by producing interactions they would obviously want to shout about.

Various companies or brands which uses word of mouth marketing are Netflix, Lush, Chipotle, CrossFit. Word of mouth is a free means of advertising or promotion. Customers participate in it. As described by Entrepreneur, the customer interactions are triggered by a case. This event is something beyond the expectations (can be bad advertising too).

Companies may encourage word of mouth marketing by meeting expectations on a product, offering good customer service and offering customers with exclusive details. Word-of-mouth marketing varies from normal word-of-mouth references to the goods and services of a company in how this can result from a company's advertising, motivation or other impact, otherwise known as "seeding."

When a diner has a good time at a restaurant because their hopes have been met, and then tells tweets about it, or when someone has had a fantastic experience using a product in a different way, telling everyone they know about it, these are examples of word-of-mouth. Word-of-mouth marketing often doesn't stop at first interaction; it continues to lead to a chain of follow-up experiences.

An enterprise's support can take one of many forms. The best approach is to give them a justification for communicating, such as overstepping expectations or having insider skills or product information.

Such approaches include giving customers new ways of exchanging knowledge on the goods and services of a business, and communicating and connecting with the user, for example through excellent customer service. It is especially important for customer support focused on social media, which allows for seamless communication and promotion.

There are various advantages also for this marketing. One such advantage is consumers are more emotionally connected to a corporation when the client feels they are being listened to. For this reason, several businesses may have sales representatives discussing their goods and services with customers either directly or through a feedback line. This form of engagement, as well as promotional events, can raise conversations about the product of a business.

Fabricating word-of-mouth marketing is a major risk. 

Accordingly, the Word of Mouth Marketing Association (WOMMA) has established an industry code of ethics, the best word-of-mouth marketing tactics are "credible, social, reproducible, observable, and respectful" and there is no justification for dishonesty.

A single suggestion can have much greater effect in today's hyper-connected environment – contributing to word of mouth marketing (WOMM) or word of mouth advertisement campaigns to capitalize on the opportunity. Many best practices and marketing tactics support natural word of mouth, but campaigns — especially on social media — can have the specific purpose of promoting the social visibility of an online company.

Word of mouth marketing happens in 2 ways: organically, through publicity and advertisement campaigns.

Organic word of mouth marketing happens naturally as people are supporters because they are pleased with a product and want to express their love and excitement in a natural way. Amplified word of mouth marketing happens when advertisers initiate initiatives in established or new cultures intended to promote or boost word of mouth.

The two have inherent overlaps –– and will trigger increased organic WOM over a successful marketing plan for the word of mouth. Vice versa, if you already have a good amount of organic word of mouth, the success of your word of mouth marketing campaigns would be much greater.

According to word of mouth marketing statistics, in addition to friends and family, 88 per cent of people rely on online reviews posted by other users almost as much as they rely on personal touch suggestions and 74 per cent of consumers consider word of mouth in their buying decisions as a primary influencer while only 33 per cent of businesses are actively searching for comments and gathering them.

Considering Nielson report which estimates that more than ads, 92 per cent of customers trust in feedback from friends and family. It is again saying that word of mouth marketing is more preferred in this modern era and is the most used by the companies to promote themselves.

Despite that a little bit, can do a lot. Researchers found a 10 percent rise in word-of-mouth (off and online) converted into a sales boost between 0.2 – 1.5 percent when evaluating similar case studies. This also states that word of mouth marketing is marking its presence.