Before the advent of
internet and social media; when we liked a particular product, movie, place or
any entity we speak about it, we recommend it to our peers. This process has
evolved in the digital age and now it is being widely employed as a marketing
tool. In marketing WOM or word of mouth communication is the transmission of
information from a non-commercial communicator to a receiver regarding a brand,
product or service. The participants and nature of this conversation are
non-commercial and they are not rewarded for spreading the information. When
word of mouth is mediated and executed through electronic means; it becomes
electronic word of mouth. The process in which the sender of word-of- mouth
communication is rewarded is referred to as word-of- mouth marketing. WOM is
now a powerful way to influence business results; the success of word of mouth
depends on the contemporary efforts to create experiences worthy of being
passed from person-to-person.
Why should Marketers
focus on WOM
WOM has been identified
as the most valuable form of marketing as it helps to garner trust and to sound
genuine to the consumers. Trust is assured to drive sales for your company and
cement brand loyalty. An efficient marketing person will not sit back and hope
that conversations will commence organically about his brand on social media;
he will initiative conversations and unleash the power of word of mouth in
social media to win the marketing race. According to online surveys, consumers
trust recommendations from family and friends than they trust other forms of
marketing. The marketers should focus more on unconventional marketing methods
than the traditional ones to make more impact. They should channel their
efforts for ‘connecting’ rather than ‘collecting’.
The Three E’s of WOM
Engage—Engage with your
audience and give them the gift of you. Engage in conversations about your
brand and listen to what the people are communicating to you. Give prompt
responses to people’s queries and doubts and be a presence in your fans’ lives.
Equip—Give people reasons to
talk about your brand. It can about the amazing products or services, great
customer service, social elevation, incredible experiences and stories,
unbelievable facts or even funny announcement. The good image of your company
depends on your understanding of consumers and what they like about you and
providing whatever it is they need from you. Another area to excel in is social
customer service.
Empower— Let them know that they
are important to you and that sharing their opinion is important to you.
Provide consumers different means to talk and share. Help them find ways to
share within their circles and find ways to help move their conversations
around.
