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The rising influence of word of mouth marketing (WOMM) - when consumers exchange ideas and recommendations about products, services and brands – especially online, may be relatively small, but is quickly growing. According to TalkTrack™, when people receive a word-of-mouth endorsement of a product by a true user, they are more impressed. In fact, when the product has been advertised before, the user is even more apt to recommend the product and the prospect is equally more inclined to try it. Louise Rijk, VP of Marketing and Sales, from Advanced Media Productions, will demonstrate how to integrate WOMM with advertising by using two real examples.
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Integrating Word of Mouth into the Advertising Mix
November 2008
Louise RijkVice-President Marketing and Sales
Advanced Media Productions, Inc.
www.AdvMediaProductions.com
Overview
Word of Mouth Marketing
• What is Word of Mouth (WOM)?
• What is Word of Mouth Marketing (WOMM)?
• The Rising Influence of Word of Mouth
• The Return of Conversation in the Social Order
• Big Brands and Word of Mouth
• WOM and Advertising are Working Together
• Marketing/Advertising-driven Word of Mouth
• Integrating WOMM with Advertising
www.AdvMediaProductions.com
Word of Mouth Marketing
What is Word of Mouth (WOM)?
Word of Mouth is the act of consumers providing honestinformation to other consumers
Word of Mouth is driven by “influencers” with large socialnetworks who are inspired to talk positively about a brand, product or service
Organic WOM – Occurs naturally when people becomeadvocates because they are happy with a product or service
Amplified WOM – When marketers launch campaigns toaccelerate organic WOM (WOMM)
www.AdvMediaProductions.com
Word of Mouth Marketing
What is Word of Mouth Marketing (WOMM)?- Word of Mouth Marketing
- WOMM happens when people are given a reason to talk about a product(s) or service(s) – online and offline
- WOMM is based on driven customer satisfaction, two-way dialog and transparent communications
- Online Word of Mouth Marketing
- Online WOMM includes online consumer activities using Internet tools that allow the exchange of ideas about products, services and brands through social networks
- Online WOMM does not dissipate after a conversation as in the offline world
- Online WOMM’s share is relatively small, but growing- Approximately 20 percent of all WOM is currently happening online
www.AdvMediaProductions.com
Word of Mouth Marketing
The Rising Influence of Word of Mouth
Fragmentation of Media Consumption, More Consumer Control over Media, Declining Consumer Trust, New Internet Technologies
www.AdvMediaProductions.com
Word of Mouth Marketing
© 2008 Advanced Media Productions, Inc.www.AdvMediaProductions.com
The Return of Conversation in the Social Order
Word of Mouth Marketing
www.AdvMediaProductions.com
Big Brands and Word of Mouth
Word of Mouth Marketing
www.AdvMediaProductions.com
WOM and Advertising are Working Together
Word of Mouth Marketing
www.AdvMediaProductions.com
Marketing/Advertising-driven Word of Mouth
Source: Keller Fay TalkTrack ™
Email Marketing
2%
Promotion 6%
Point of Sale 6%
Web Sites 4%
Other 1%Direct Mail
2%
No
Media/ Marketing
Referenced
50%
Advertising 18%
Editorial/ Programs
11%
Word of Mouth Marketing
Source: Keller Fay TalkTrack ™www.AdvMediaProductions.com
Organic WOM is Most EffectivePeople on the “receiving side” of WOM are more impressed by advice give by a
true user of a brand
Word of Mouth Marketing
www.AdvMediaProductions.com
People are More Inclined to Recommend After Exposure to Marketing/Advertising
Source: Keller Fay TalkTrack ™
www.AdvMediaProductions.com
Word of Mouth Marketing
Integrated WOMM and Advertising Campaign
www.AdvMediaProductions.com
Word of Mouth Marketing
Integrated WOMM and Advertising Campaign
www.AdvMediaProductions.com
www.AdvMediaProductions.com
Word of Mouth Marketing
Thank You!
