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Word of Mouth Marketing
by Sheara WilenskyFiled under: Pubcon 2007 Las Vegas
Word of mouth marketing is one of the most effective and long lasting techniques for increasing traffic to a web site. This session detailed effective word of mouth marketing campaigns and how to integrate them into your online advertising mix.
By Louise Rijk of Advanced Media Productions, Inc.
and Greg Hartnett, President of Best of the Web
Louise Rijk:
Word of mouth is the oldest form of advertising that’s been around. It’s transferring honest information to other consumers. WOM is driven by influencers with large social networks who are inspired to talk positively about a brand, product or service. Organic WOM occurs naturally when people become advocates because they are happy with the product. Amplified WOM is when marketers launch campaigns to accelerate WOM.
Word of Mouth Marketing (WOMM) happens when people are given a reason to talk about a product or service online and offline. It is based on driven customer satisfaction, two-way dialog and transparent communications.
Online WOMM uses internet tools to exchange ideas about services or products or brands. Online WOMM does not dissipate after a conversation as in the offline world. Online WOMM’s share is small but growing.
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