Marketing Articles

Generating Word of Mouth

Following the internet revolution in the 1990's, advertising and marketing professionals recognized the need to engage consumers' help with the branding of their products and services to consumers—a reality that has led to the dramatic increase in word of mouth marketing (WOMM) campaigns. With the increasing popularity of online social networks, declining consumer confidence and riskiness, and the general distrust of marketing messages, a brand’s image is ultimately becoming defined by consumers’ perceptions of that brand, as opposed to carefully crafted branding campaigns. These perceptions circulate fluently throughout certain populations bolstered by the power of WOMM, which centers upon an individual’s personal recommendations of brands, products, and/or services. 

The effective use of WOMM by brand managers in advertising and promotional campaigns relies on maximizing the value of existing social networks, targeting mavens and influencers, and marketing to a relevant market segment. At the foundation of word of mouth marketing is the ability for consumers to share and communicate information in an environment free from advertising and media influences. It is crucial that marketers utilize existing social networks in its campaigns where consumers feel the most comfortable. These environments should provide for a freedom and fluidity of conversation between individuals, allowing consumers to assume the roles of active marketers. Some possible applications that can be utilized in WOMM campaigns are: Facebook, MySpace, and Twitter, among other blogs and online communities.

In targeting specific online communities, marketers must also be aware of the consumers utilizing these applications. While it may be tempting to design word of mouth marketing campaigns that aim to spread information to every consumer, it may be more profitable and effective to communicate marketing messages first and foremost to those individuals who have the most influence in certain social networks—such as early adapters that have well-established and bountiful community connections. These individuals often go out of their way to spread information about a product or service should their experience with that brand be particularly rewarding. Marketers should strive to build strong relationships with these individuals in the social environments within which they currently operate, generating a broader base of potential customers. In addition, marketers should recognize the profitability of targeting only certain groups of consumers as opposed to the entire national or international population. By building branding messages targeted to a particular niche, the brand will gain awareness in those market segments that will be the most profitable and that contain the greatest percentage of individuals who may be interested in purchasing goods and services.

These recommendations for the construction of word of mouth marketing campaigns serve to illustrate the ever-present need for consumers to share information and communicate with each other. In addition, marketers should recognize the profitability of targeting only certain groups of consumers as opposed to the entire national or international population. By building brand messages targeted to a particular niche, the brand will gain awareness in those market segments that will be the most profitable and those containing  the greatest percentage of individuals who may be interested in purchasing goods and services.

Horizon Marketing Group helps businesses everyday to develop strategies designed to build brand recognition and generate online and offline exposure. Discover how Horizon can help you get people talking, contact us today!