Definition
Nowadays, consumers are bombarded with various types of advertisements every day. Effectively influencing them using traditional forms of promotion is becoming more and more difficult, which is why the importance of word-of-mouth marketing, i.e. a strategy using recommendations and opinions, is gradually increasing.
Word-of-mouth marketing involves building relationships with customers through recommendations and recommending products or services by people from their environment. People usually trust the recommendations of their friends or family more than traditional advertising, so using this potential can be very effective. In what spaces can we usually encounter word-of-mouth marketing? These are online forums, social media, blogs, and opinions in online stores.
Word of mouth marketing – interesting facts you need to know!
Word of mouth marketing is also referred to as Word of Mouth Marketing (WoMM), whisper marketing, gossip marketing, recommendation marketing or buzz marketing. Interestingly, it is a very broad concept. As part of this strategy, various forms of advertising activities are used, such as trandsetting, viral marketing, community marketing, brand blogging, casual marketing and others.
It is worth emphasizing that word of mouth marketing is based on the phenomenon of social proof, i.e. the tendency of people to be guided by the opinions and behaviors of others. Research shows that audiences are more likely to trust recommendations from friends or celebrities than traditional advertisements. That's why word-of-mouth marketing is a truly effective tool for acquiring new customers and building brand loyalty.
Word of mouth marketing – the most important information
One of the main assumptions of word-of-mouth marketing is to build trust and relationships with customers through dialogue and interaction. Companies can work with influencers, bloggers and regular users who have large followings to promote their products. Thanks to this, the message becomes more credible and reaches more people.
However, it must be remembered that word-of-mouth marketing is not without its drawbacks. You should bear in mind the risk of losing control over the message or a sudden decline in the reputation or popularity of a given influencer, which may harm the brand. Therefore, it is important to constantly monitor this form of advertising and cooperate with reliable people.
Word of mouth marketing has specific benefits and advantages. One of them is the fact that it allows you to reach selected target groups, which translates into the effectiveness of activities. Additionally, the cost is lower than traditional advertising. We don't have to invest a huge budget. Rather, it is more important to establish cooperation with good brand ambassadors or influencers.
How to practically use the potential of word-of-mouth marketing in your strategy? First of all, it is a good idea to create a loyalty program that will reward customers - for example with a solid discount or freebie - for recommending the company to their friends.
Secondly, it is worth ensuring regular communication with recipients and the quality of services, products offered and customer service. This builds a positive brand image, and satisfied consumers are more willing to recommend the company to others.
Thirdly, it is a good idea to use social media, because this is mainly where customers share their opinions about products and services. Promotions, competitions, testing new products – all this can be helpful.
Summary
Word of mouth marketing is an effective strategy that allows you to reach customers in a subtle yet convincing manner. It is worth investing the company's resources in a thoughtful way in building relationships with recipients focused on recommendations, because they often determine purchasing decisions, ensuring the company's development and profits.
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