The United Kingdom Discovers Word of Mouth Marketing
The Word of Mouth Marketing Association read with great interest the BBC's March 26 article, "The (sponsored) word on the street." As the article points out, the word of mouth marketing industry is growing every day as more and more companies realize the immense power of genuine consumer voices.
In fact, word of mouth is quickly becoming a staple in the mainstream marketing mix. That's because word of mouth marketing is about finding ways to empower consumers by inspiring and enabling open, honest conversations with them. There are countless tools that marketers can use to spark those conversations. Recruiting agents and ambassadors is just one of them. Other tried-and-true word of mouth techniques include blogs, customer evangelists, loyalty programs, online communities, social networks, tell-a-friend forms, and user-generated content, among many others.
For a bird's-eye view of the diverse word of mouth marketing landscape, we encourage interested readers to check out WOMMA's case studies library at www.womma.org/casestudy.
