Tag Archives: buzz marketing

Power of Word-of-Mouth (WOM) Marketing– Its All About Buzz: Holy Grail of Any Organization…

Word-of-mouth (WOM) is the holy grail of marketing. It’s a source of easy promotion and it comes from the most credible source possible; a super-satisfied customer. According to Nielsen; 92% of consumers said they trust friends and family above all other forms of marketing when it comes to recommendations about products, services. According to Word of Mouth Marketing Association; personal word-of-mouth drives 54% of purchase decisions, but it cuts both ways: According to Seth Godin; word of mouth happens when a customer is delighted, or when they are disappointed, angry… It’s the latter scenario that brings most troubling consequences for this form of marketing. 

The core principle of effective marketing is to create things worth talking about, e.g.; unleash word-of-mouth, which is then amplified by the internet, social media… It stems from a real emotional connection with a product or service– it’s meaningful… Whereas the concept of ‘buzz’ is just ‘hype’ usually based on superficial realities, and they don’t last very long… It’s not that buzz is bad; there simply is not enough substance… Effective marketing is about– truth and value, not just buzz…

In the article Why Word-Of-Mouth Is The Best Marketing Tool by Jon Tan writes:  Word-of-mouth is immensely powerful, in fact, before making a purchase, consumers tend to listen to what others have to say. That’s why 90% of consumers tend to search for reviews before purchasing a product… In fact, 59% of consumers enjoy telling others about their experiences, both good and bad…

Surveys show that customers that purchase through word-of-mouth spend 200% more than the average customer and also make 2x as many referrals themselves… A consumer is up to 50x more likely to buy a product or service if it’s recommended by close friends or family. The greatest thing about word-of-mouth is that it keeps spreading, and it can go viral… It takes just 1000 customers to generate half a million conversations about a brand…

In the article Disadvantages of Word-of-Mouth Marketing by Angela Ogunjimi writes: Word-of-mouth happens both when a customer is delighted or disappoint… It’s the latter scenario that bring about the most troubling disadvantages of this form of marketing… Simply put, your customer’s rave reviews about your product or service comes at that customer’s good will… Unlike paid advertising, through which you choose the channel, audience, timing… of messages, word-of-mouth marketing is largely a product of chance, but you can control the way you treat customers…

However, word-of-mouth marketing has its downsides when a single unsatisfied customers or competitors takes to air waves– internet, social media, blog… with negative messages. Satisfied customers may peg you as being the greatest, affordable… which can help influence the ‘story’ about your organization: Or, not…

However, word-of-mouth only works well when it supplements a full-scale marketing effort that tells complete the story through multiple outlets… And it’s only effective when the customers have a positive experience, and not trickery or abuse. Spark the ‘buzz’ by exceeding the customer’s expectations every time…

In the article Word-of-Mouth: Building a Strategy That Really Works by yotpo writes: The power of word-of-mouth recommendations is huge, but for it to be effective marketers must create something worth talking about and then actively encourage people to talk about it… Word-of-mouth marketing essentially seeks to kick-start an exponential referral chain that drives continuous traffic, leads, sales for the brand…

However, word-of-mouth often has a negative side… There’s no quicker way to destroy a brand than by dissatisfied customers who promote negative commentary… These unhappy customers are much more likely to post public warnings about bad experience than satisfied customers making positive recommendation... Hence take note; upset customers can be perilous!

In the article Measure Word-of-Mouth Marketing by Jacques Bughin, Jonathan Doogan, Jørgen Vetvik writes: Word of mouth influence is greatest when consumers are buying a product for the first time or when products are relatively expensive… factors that tend to make people conduct more research, seek more opinions and deliberate longer than they otherwise would…

And be assured that this influence will grow; the digital revolution and social media have amplified and accelerated their reach to the point where word-of-mouth is no longer just an act of ‘one-to-one’, but also ‘one-to-many’ and ‘many-to-many’ communications, e.g.; reviews are posted, opinions disseminated through social networks. Customers even create websites or blogs to praise or punish brands…

The starting point for managing word of mouth is understanding which dimensions of brand equity are most important to a product category, e.g.; the Who, the What, the Where... For example; in skin care, it’s the What. In retail banks, it’s the Who… Word-of-mouth-equity analysis can detail precise nature of a category’s ‘influentials’ (people who make a difference), and pinpoint highest-impact messages, contexts, networks…

Clearly word-of-mouth marketing is an effective tool, particularly with ‘mobile apps’ for smartphones… Think about it for a moment: How many apps have you recommend to friends, family, colleagues? How many apps have you started to use because somebody told you about them? Let’s face it, word-of-mouth marketing for mobile apps is a game changer… There are millions of mobile apps available on the market but you cannot try them all, so you rely on the experience of friends, family… and they rely on you…

It’s contagious, people communicate– one-to-one’ and ‘many-to-many’ everywhere; at home, commuting, on the street, at the office, at parties… on social networks, on forums, blogs, emails… According to Elif Çetin; if you have product, service, app, widget… to show the world; whether an   organization or solo entrepreneur… spreading the word through word-of-mouth marketing is an imperative…