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An Introduction to WOM Marketing with Definitions:
Word of Mouth: The act of consumers providing information to other consumers.
Word of Mouth Marketing: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications.
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What is WOM Marketing?
Word of mouth is a pre-existing phenomenon that marketers are only now learning how to harness, amplify, and improve. Word of mouth marketing isn't about creating word of mouth -- it's learning how to make it work within a marketing objective.
That said, word of mouth can be encouraged and facilitated. Companies can work hard to make people happier, they can listen to consumers, they can make it easier for them to tell their friends, and they can make certain that influential individuals know about the good qualities of a product or service.
Word of mouth marketing empowers people to share their experiences. It's harnessing the voice of the customer for the good of the brand. And it's acknowledging that the unsatisfied customer is equally powerful.
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Word of mouth can't be faked or invented. Attempting to fake word of mouth is unethical and creates a backlash, damages the brand, and tarnishes the corporate reputation. Legitimate word of mouth marketing acknowledges consumers’ intelligence -- it never attempts to fool them. Ethical marketers reject all tactics related to manipulation, deception, infiltration, or dishonesty.
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All word of mouth marketing techniques are based on the concepts of customer satisfaction, two-way dialog, and transparent communications. The basic elements are:
• Educating people about your products and services
• Identifying people most likely to share their opinions
• Providing tools that make it easier to share information
• Studying how, where, and when opinions are being shared
• Listening and responding to supporters, detractors, and neutrals
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Before you leave, make sure you see these.
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This 25-page eBook examines the valuable word of mouth marketing trends presented through case studies and Keynotes at WOMMA Summit 2011.
Download eBook
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Best Practices Guidebook: WOM in the Customer Contact Center
Read the Guidebook
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF
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Learn from the brands and agencies that successfully developed and measured WOMM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOMM knowledge.
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Building A Loyal Community for the Travel Channel
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ABC Studios Advisory Panel: It’s Emmy Time!
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