Professional Documents
Culture Documents
Process by which one person influences the action or attitude of others, who may be opinion seekers. The voice of the customer -A natural, genuine, honest process people seeking advice from each other Consumers talking about products, services, or brands they have experienced.
Word of mouth generates sales in a costeffective way. People don't spread the word for pay or favors if they love your product, they'll do it for free. Invite people to discuss your product or service through company blogs or other communication methods
Verbal encounters SMS emails Web-based communication. occurring in blogs Chat Session VoIP communications
WOM is powerful when consumer when consumer is relatively unfamiliar with the product category. Eg: Medications to prevent hair loss, Technologically complex like CD Players.
Adobe Apple Avon Dell Disney Google Hotmail Mc Kinsey & Company Microsoft Roche Laboratories
Marketers fear that message may not be delivered as they desire. Untraceable Results
Informal way of communication
WOM is a 2 edged sword that can cut both the ways for marketers. More than one third of all WOM info is negative WOM which is usually given high priority & weighs heavily in decision making.
Negative WOM is easier to spread online.
Wal*Mart
Mc Donalds- 10o % pure beef rumour. Johnson & Johnson-Tampered packages
Buzz Marketing
Brand Communities
Influencer Marketing
Cause Marketing
Viral Marketing
Identifying and involving the most influential consumers in a target market to turn them into brand advocates. Eg: Waghbakri chai SMRITI IRANI, Godrej Consumer Product Ltd. (GCPL)
BRAND BLOGGING
Creating blogs and participating in the blogosphere, in the spirit of open, transparent communications; sharing information of value that the blog community may talk about.
DISNEY
BMW
User-generated-content (USG) is content created and published by the end-users online. Eg: Hero Moto Corp.
Supporting social causes to earn respect and support from people who feel strongly about the cause
Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email. Kolaveri Di
Involving your most loyal customers to turn them in brand advocates Eg: Apple
Marketing tactic in which a company uses surprise or unconventional interactions in order to promote a product or service.
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