IS “WORD OF MOUTH” LOSING SHEEN IN PRODUCT MARKETING?
With the decreasing influence of the conventional marketing media, it is becoming more and more difficult for the marketers to reach the target consumer groups with their marketing message and some claim that the “Word of Mouth” marketing concept does not have affect buyer’s decision anymore.
however. It’s a by-product of doing everything else right: delivering excellent quality and value, providing good customer service, treating customers with respect,
and so on.
But the important aspect of it is people speaking favorably about the product, to the right people, at the right time and very often.
However, there are many facts related to word of mouth which still holds true.
● Goes without saying that “Big brands get talked about more”. Word of mouth is closely related to brand share: people talk more about big brands than little ones.
● Most word of mouth is face-to-face, not virtual and people usually do not believe in feedbacks and testimonials.
● Word of mouth isn’t restricted to hidden bars and crazy viral videos.
● Most messages pass through ‘average Joes’ not ‘superconnectors’ or ‘influentials’.
Degree of influence has more to do with ‘willingness to be influenced’ than the influencer.
Is the mouse mightier than the mouth?
In the nutshell, word of mouth is still the primary factor behind 20 to 50 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive, factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would.
And its influence will probably grow: the digital revolution has amplified and accelerated its reach to the point where some think that word of mouth is no longer an act of intimate, one-on-one communication; however still the vast majority of recommendations are made offline, not online – and they are usually made by close friends.