24 September 2009 46 Comments

Take advantage of word of mouth

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


brand-wombrandSometimes when we consider what has been said in the praise of word of mouth, we may  feel people are over flogging the issue. The truth is word of mouth marketing is the future and backbone of marketing. A brand that enjoys great and outstanding word of mouth will gain substantial market share as brand may not reach that status until it has built strong emotional attachment to itself. In my research on why WOM is important, I recently stumbled on an article that  captures it essence. In the said article, word of mouth article is associated with pre-existing phenomenon that people of past ages used which is today being re-invented, harnessed, amplified and improved. Word of mouth isn’t about creating word of mouth.  It is learning how to make it work within a marketing objective. Word of mouth energizes people to share their experiences. It is the agglomeration of the voices of the customer for the good of the brand. And it is the acceptance of the fact that unsatisfied customer is equally powerful.

Word-of-mouth ranges from a variety of subcategories, including buzz, blog, viral, grassroots, and niche influencers. The personal nature of the communications between individuals is believed to add a lot of credibility. Research points to individuals being more inclined to believe WOM than more formal forms of promotion. That does not in any way mean promotion does not work. The receiver of word-of-mouth referrals tends to believe that the communicator is speaking honestly and is not likely to have an ulterior motive. Let us examine few benefits of word of mouth.

1. Trust: Word of mouth builds trust among community

2. Credibility: This speaks of integrity, standing, sincerity, authority. Promotion, advertising may not be able

3. Increase viral relevance: Word of mouth helps build viral relevance and significance

4. It helps solidify brand position

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