Word of Mouth (okay, it's not really about marketing but it beats a stock photo of someone whispering into somebody's ear) Even before social media and the Internet were glimmers in Al Gore's eye, "word-of-mouth marketing" was important to brands....
|Scooped by Sara Rock|
Word of mouth has always been an important factor for brands to consider-we all know that if we have a good or bad experience people are likely to communicate this. How a brand deals with negaitive word of mouth can be imperative to the continued existance of that brand. Now with social media and blogs word of mouth has a lot more reach. Rather than a few friends communications can now be seen globally. Comments on a brand experience is one thing but being able to create a brand narative and interaction with consumers is now an effective and realitively cost effective way of brand awareness and loyalty.
Getting consumers to engage in your narrative voluntarily is not so easy so stategys must be laid out to get them to interact with a brand. By getting them to interact then gives a closer connection with the brand and encourages others to do the same.
Content needs to be flowing as a story, telling the consumer the things you wish them to know at various stages and compelling them to have their personal interaction with it to develop the story and interest in it. Unearthing a brand's story, mapping the touch points and creating engaging content requires creative strategy and ideas to build momentum. The good thing with online mediums the feedback and interaction can be used immediately to change directions of the story should it be required wether this is because ist taking a negatitve turn or if the consumer has indicated interests in a particular direction or influences from other things such as current events such as the facebook equality Humans Rights Commission campaign.