Word of mouth advertising (WOM) involves unpaid positive marketing messages spread from person to person. It can be transmitted through direct human communication or online. WOM is a powerful promotional tool that should be part of every marketing strategy due to its ability to influence consumer purchasing decisions. The document discusses various types of WOM advertising, strategies to encourage positive WOM, and disadvantages like the inability to track results. It also provides examples of viral marketing campaigns and how brands have leveraged WOM through social media.
2. ADVERTISING
• “Any paid form of non-personal
presentation and promotion of ideas,
goods and services by an identified
sponsor.”
The American Marketing
Association
3. Features of Advertising
•Paid form of communication
•Promotion of product, service
or idea
•Communicated through some
media
•Non-personal presentation of
message
8. 91% LIKELY TO BUY ON
RECOMMENDATION
WOMM = C2C CONVERSATION
Word of mouth:
The act of consumers providing information to
other consumers.
9. 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
10. 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)
12. DISADVANTAGES
• Marketers fear that message may not be
delivered as they desire.
• Untrackable Results
• Informal way of communication
• Negative Customer Feedback
13. 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
14. • 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.
15. • Evangelist marketing: involving your
most loyal customers to turn them in brand
advocates
Eg: 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
16. 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
17. 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
18. Positive Word of Mouth Strategies
• Encouraging communications
• Giving people something to talk about
• Creating communities and connecting
people
• Working with influential communities
19. 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
20. 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.
22. 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.
23. 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.
24. 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
25. 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
26. 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.
27. • But the greatest success of this song is because of
social networking sites (facebook, twitter). Many
facebook and twitters users shares with their
friends.
28. Also to encourage sachin, to make his 100th
century, his fans make another kolaveri
version … and here it is….