Word of mouth

WORD OF MOUTH

ADVERTISING

•“Any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.”

The American Marketing Association

Features of Advertising

•Paid form of communication •Promotion of product, service or idea

•Communicated through some media

•Non-personal presentation of message

Media of Advertisement

Media of Advertisement

Print Electronic Others

TO APPRECIATE WOMM: FIRST YOU HAVE TO UNDERSTAND WHAT’S BROKEN WITH TRADITIONAL MARKETING.

IS YOUR CAMPAIGN HAVING A NEGATIVE IMPACT ON YOUR BRAND?

91% LIKELY TO BUY ON RECOMMENDATION

WOMM = C2C CONVERSATION

Word of mouth:The act of consumers providing information to other consumers.

CONT….

• Word of mouth advertising (WOM) is the unpaid spread of a positive marketing message from person to person. It can take place directly using the human voice, or can be transmitted via any communicative means such as through the internet or via text message. WOM is a powerful promotional tool and should be considered as part of almost every business marketing strategy.

• Word of Mouth is… * The voice of the customer * A natural, genuine, honest process * People seeking advice from each other * Customers talking about products, services, or

brands

Word of Mouth (WOM) Definition• The product information individuals transmit to other

individuals. (Solomon, 2009)

• The act of consumers providing information to other consumers.

(Word of Mouth Marketing Association WOMMA,2009)

• Interpersonal communication amongst consumers regarding product and service performances.

(Richins, 1983) (Kaplanidou and Vogt, 2003)

• Personal communication about a product between target buyers and neighbours, friends, family members and associates.

(Kotler & Armstrong, 2009)

DISADVANTAGES

• Marketers fear that message may not be delivered as they desire.

• Untrackable Results • Informal way of communication • Negative Customer Feedback

Types of Word of Mouth Marketing

• Buzz Marketing: Using high-profile entertainment or news to get people to talk about your brand.

• Influencer Marketing: Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others.

• Referral Programs: Creating tools that enable satisfied customers to refer their friends

• Viral Marketing: Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email.

• Product Seeding: Placing the right product into the right hands at the right time, providing information or samples to influential individuals.

• Cause Marketing: Supporting social causes to earn respect and support from people who feel strongly about the cause.

• Evangelist marketing: involving your most loyal customers to turn them in brand advocatesEg: Apple

• Influencer marketing: Identifying and involving the most influential consumers in a target market to turn them into brand advocates. Eg: Waghbakri chai

SMRITI IRANI

Organic Word of Mouth

OWOM occurs naturally when people become advocates because they are happy with a product and have a natural desire to share their support and enthusiasm. Practices that enhance organic word of mouth activity include:

1). Focusing on customer satisfaction 2). Improving product quality and

usability 3).Responding to customer concerns and

criticism 4). Opening a dialog and listening to

people 5). Earning customer loyalty

Amplified WOM

AWOM occurs when marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities. Practices that amplify word of mouth activity include:

• Creating communities • Developing tools that enable people to share their

opinions • Motivating advocates to actively promote a product • Giving advocates information that they can share • Using advertising or publicity designed to create

buzz or start a conversation • Identifying and reaching out to influential

individuals and communities • Researching and tracking online conversations

Positive Word of Mouth Strategies

• Encouraging communications • Giving people something to talk

about• Creating communities and

connecting people • Working with influential

communities

Unethical Word of Mouth Marketing Strategies:

• Shilling: Paying people to talk about (or promote) a product without disclosing that they are working for the company

• Stealth Marketing: Any practice designed to deceive people about the involvement of marketers in a communication

CONT….

• Infiltration: Using fake identities in an online discussion to promote a product; taking over a web site, conversation

• Defacement: In common usage, to deface something refers to marking or removing the part of an object (especially images, be they on the page, in illustrative art or as a sculpture) designed to hold the viewers' attention.

CONT…

Types of worth of mouth advertising media

• Face to face personal conversations

Face to face communications remain the most powerful way of transmitting a message from one person to another. Human conversations involve much more than simply words – cues such as voice tone and body language also convey information such as enthusiasm, sadness, emotion and truthfulness.

Voice only conversations

• Voice only conversations are a close second. Live voice-based communication holds the attention of the listener and allows for the transmission of important tonal cues.

Multimedia based digital messages and conversations

• Image and audio based messages come third in terms of message strength. If text-based digital conversation can be supported by images and audio it adds power to the message. Examples include Facebook, Email, MMS and YouTube

Text based digital messages and conversations

• Text only messages are the least powerful, but the easiest to transmit. There are countless methods of transmitting a text based messages from one person to another, including SMS messages, Twitter, text only emails and instant messaging services

Case study: Viral Marketing

• According to a new survey, "Kolaveri Di" has become the top downloaded track on mobile with a score of 2,10,000 music downloads within 18 days of launch beating the previous records held by " Munni badnaam hui" and "Tere mast mast do nain". Total viewers of this song is 49,149,150 till now.

• But the greatest success of this song is because of social networking sites (facebook, twitter). Many facebook and twitters users shares with their friends.

Also to encourage sachin, to make his 100th century, his fans make another kolaveri version … and here it is….

EVERY CELEBRITY PICKED UP THE TWEETS

AMUL ALSO USE THIS SONG FOR PROMOTING THEIR PRODUCT: