Word of Mouth…Good or Bad for business?
Posted by Grach
Word of Mouth Marketing.
Word of mouth isn’t rocket science, the passing of information from one people to another. In advertising word of mouth marketing is one of the cheaper and almost the most effective way of promoting a product. The average consumer sees over 3,000 advertising message everyday, but within these messages how many can we really see and trust. This is where the power of word of mouth marketing comes into it. In reality who are we going to trust more a brand screaming messages at us every second of the day or an actual person having a conversation with you. The conversation is the most important matter of word of mouth marketing, it helps push the point or in this cause product out to other consumers. It’s a way of sharing thoughts and opinions of what other think of that brand or product, and these recommendations that increase the sales of the product or brand.
The impact of word of mouth marketing needs the following factors to be taken into account, what is being said and the identity of the person sending the message. Firstly what is being said influences the success of the product or brand. The message being said must be positive and address the importance of the product or brand features. The identity of the person must be based the idea of trust, the sender must be believable and know what they are talking about, there is no point lying about a product as this can damage the brand’s image to the consumer which in turn voices negative messages to the public.
In an article written by McKinsey Quarterly in 2010, it is “a primary factor behind 20 to 50 percent of all purchasing decisions” surrounding word of mouth marketing. Word of mouth marketing is so strongly linked to advertising and is one of the most valued ways of directly targeting consumers. An average consumers trust people not brands. But one of the most important factors of WOM is the different message being given out. There are three different types of spreading your message;
positive, neutral, and negative, in technical terms, the promoter the passive and the saboteur. The least powerful of all three is the neutral passive message, without an opinion the message tends to not travel far and not seen as a strong influencing factor. The positive WOM usually results in good branding experience and the message is repeated on and so on the brand levels increase. Unfortunately along with positive messages the negatives also have a long-lasting effect on a brand image.This in turn loses the interest and trust of the consumer.
Word of mouth marketing is a great way of promoting a product through just a trusted mouth. The main target of this marketing technique is the trust of the brand and its consumers and using people as a way of bridging the gap.