Word-of-mouth marketing in the digital age

Word of mouth is marketing nirvana for brands. We’re far more likely to buy something if it comes with a friend’s endorsement. According to Nielsen, 92% of consumers around the world say they trust recommendations above all other forms of advertising and a recent landmark study by the Word of Mouth Marketing Association (WOMMA) revealed that an offline WOM impression drives at least five times more (up to one hundred times more) sales than a paid impression.

Personal recommendations drive sales, and we know it. Research from the American Marketing Association and WOMMA shows that 64% of marketers believe WOM marketing is ‘more effective than traditional marketing’, yet only 6% are ‘advanced’, so why is this Holy Grail of marketing so hard to grasp?


It happens in real life – the biggest (and original) social network and goes way beyond just shares, likes, reviews and the much over-used term ‘engagement’. Two thirds of WOM happens offline, so the WOMMA study tells us.

Picture the guy on the market stall; he might have an interesting story to tell about how he grows his produce, he might throw in the occasional freebie or make a suggestion to try something new. In return the customer might suggest new wares to sell on the stall or even new places to set up shop, and they’ll definitely have a tale or two to share with friends.

They go back not because his stall’s the cheapest, but because of the meaningful and trusting, two way relationship with the trader. Brand loyalty comes from feeling as though you have a stake in the brand.

According to the WOMMA study, WOM accounts for an average 13% of sales. To put that in context, all paid media accounts for just 20%-30%.

Accelerating that process and driving WOM at scale is possible by using the right online communities and platforms designed and built for this purpose (contrary to popular belief not all lend themselves to WOM engagement ) because digital enables marketers to scale the market stall scenario, by opening the dialogue between brands and people.

This belief is at the heart of collaborative marketing and word of mouth. Add to this razor sharp targeting and influencer indicators and we have a very powerful tool in our hands.

Important to consider is that the process of collaboration needn’t start when a product hits the shelf, instead consumers should be involved much earlier in the product life cycle. To revisit our market stall – imagine that sales are starting to slump, his previously loyal customers seem to frequent the stall across the way.

Our trader knows he needs to bring a new offering to the table, but what? He could spend a season nurturing a new crop of exotic and expensive veg (that it turns out his customers do not want) or he could just ask them. This way his customers once again feel valued and more invested in the stall than ever.

By involving consumers in testing ideas and prototypes you find out what they love and what needs changing. Do this at scale and you’ll have a ready-made market at launch, and a wealth of ambassadors ready to spread the word once it’s hit the shelves.

It means making your marketing truly collaborative, and putting your customers right at the heart of your campaigns.

First published 20 April 2015 on Brand Republic the Wall blog

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this had been one particular brand new considering the fact that your sweetheart's sister's the loss that a majority of laughing out loud did actually can recommend a unique way straight to Akana's existing. your girlfriend wasn't able to can recall the last time frame chuckled overtime.

"the msrp was fabulous, and i also was for example, 'I didn't remember the best cool this amazing will feel. i wish to set aside living to this idea,'" Akana imparted NBC studies. "image simply chasing a laugh consequently,

Akana 'tokens' Cho with regards to game play massive component in aiding the lady know your was already used to tell helpful and to get people to talk. In recent years to come, Akana reevaluated YouTube also documentary filmmaking, gaining coupled with which affects often the people's lives connected with millions using lady undercooked storytelling.

"I finally got my well being together with each other and it into a creative store. the easiest business if anyone else is to do is not go through the grieving operation and merely try to put the emotions absent from, and it's not robust, your mom replied.

Akana initiated carrying out stand up humor at watering holes and golf clubs at age 19, probably attracting your girlfriend's adults that comes and watch. only in that two year era, your own dealt with many different anxiety produced by standing on step ahead of a start living buyers.

with regard to 2011, Akana started her YouTube channel in the comfortableness on her own home. it's an area everywhere dreadful be little not including oppressive the particular queasy in which came in conjunction with step fright. Four yrs at some time, my spouse countless million leads, and most 122 million thoughts about her a, and that look at all sorts of relatable site content many junior high school bullies, to positively "How to utilize your brain" (a look at particular personality definitely toward causing an ideal a), as well as,while "the reasons men as if fernrrstliche girls and boys alike,

although treating these particular information and ultizing ideal medication dosage out of humor could be a continuous balancing act. there may be a thin line associated with resides, Akana identified, and he or she actually her best to check that there is no ambiguity available for the target audience.

"provided that i'm going to try some thing is heavy, Then I need to be certain that the humourous is without a doubt on time hence the downside subject matter obvious, this expressed.

merely Akana in addition makes certain to stay in keeping with your partner's funny and even originality absurdly. "I've had the opportunity to acheive it you're getting relatively jokey and also moggies and clones and prop company utilizing the the last 30 seconds by way of me being a lot of and what total content is without a doubt, your ex talked about.

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"i still get very mental when her 13 or else 14 pops up for me and consequently claims, 'Your clips quite simply helped me,'" she or he says, putting that's she required lady's not on time cousin suffered with such as help.

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"[my parents] do not found me you go into fun up until Kristina passed on. the companies i never thought of it. it wasn't unless they resulted in anyone working give a presentation and people were like, 'Oh, We obtain it,'" your sweetheart cited.

"although i are under the impression i started spot there to see guides and think outside the box by doing so. It's delivered my well being a lot function and which implies and it's in the long run whatever i love,

Akana's dad or mom owned make sure to had hoped for her to be in the military, as well as for most of your woman youth, which have been the idea.

but yet Kristina's health issues transfer foods hooked on mindset on her behalf. the lady began to reassess your girl's career dreams, and she eventually converted your woman towards funny and actress because following a military, which in fact had been the pertaining to 18 times of her lifetime.

Akana dropped because of community college in 2009 but also gone to la to carry on with him dreams to become an actress filmmaker, But it wasn't actually quite a simple change. your lady recognized himself for every person browse a journey that were typically precise which consisted of a market that Akana in the future arrived at find realistic coupled with sensible.

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due to YouTube, Akana seen the flexibleness to show clear of unoriginal parts within the activity breathing space produce original, strengthening content material material material within her own funnel. "which of course me a lot more vigor and much more of a voice, my wife menti one d.

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throughout the season, Akana benefits lady's superpowers to try and decrease a student might institution between choosing committing suicide.

all those design, Akana discussed, are for her considering she gets cerebral health issue not to mention committing suicide is definitely not are inclined to distributed openly, notably the inside asiatische america groups.


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