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Concept Version 7
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Word of Mouth

To promote and manage word-of-mouth communications, marketers use publicity techniques to achieve desired behavioral response.

Learning Objective

  • Explain how marketers effectively use word-of-mouth


Key Points

    • Word of mouth, or viva voce, is the passing of information from person to person by oral communication.
    • Word-of-mouth marketing including buzz, blog, viral, grassroots, brand advocates, cause influencers, and social media marketing, as well as ambassador programs, work with consumer-generated media and more, can be highly valued by product, social media and performance marketers.
    • To promote and manage word-of-mouth communications, marketers use publicity techniques as well as viral marketing methods to achieve desired behavioral response.

Terms

  • viral marketing

    the use pre-existing social networks and other technologies to produce increases in brand awareness or to achieve other objectives (such as product sales) through self-replicating processes

  • marketing

    The promotion, distribution and selling of a product or service; includes market research and advertising.


Full Text

Word of mouth, or viva voce, is the passing of information from person to person by oral communication. Storytelling is the oldest form of word-of-mouth communication where one person tells others of something, whether a real event or something made up. Another important form of word of mouth is oral history—the recording, preservation, and interpretation of historical information, based on the personal experiences and opinions of the speaker. Oral history preservation is the field that deals with the care and upkeep of oral history materials collected by word of mouth, whatever format they may be in. An important area of marketing is called word-of-mouth marketing, which relies on the added credibility of person-to-person communication.

Word-of-mouth marketing, which encompasses a variety of subcategories, including buzz, blog, viral, grassroots, brand advocates, cause influencers, and social media marketing, as well as ambassador programs, work with consumer-generated media. Because of the personal nature of the communications between individuals, it is believed that product information communicated in this way has an added layer of credibility. Research points to individuals being more inclined to believe word-of-mouth marketing more than formal forms of promotion methods; the receiver of word-of-mouth referrals tends to believe that the communicator is speaking honestly and is unlikely to have an ulterior motive (i.e. they are not receiving an incentive for their referrals). Word-of-mouth depends on the extent of customer satisfaction with the product or service and on the degree of its perceived value.

To promote and manage word-of-mouth communications, marketers use publicity techniques as well as viral marketing methods to achieve desired behavioral response. Companies can focus on brand advocates, the people who proactively recommend their favorite brands and products online and offline without being paid to do so. Influencer marketing is also increasingly used to seed WOMM by targeting key individuals that have authority and a high number of personal connections.

Marketers place significant value on positive word-of-mouth, which is traditionally achieved by creating products, services, and customer experiences that generate conversation-worthy "buzz" naturally. The relatively new practice of word-of-mouth marketing attempts to inject positive "buzz" into conversations directly. While marketers have always hoped to achieve positive word-of-mouth, intentional marketing relying on such techniques is legislated in some jurisdictions. For example, in the United States, deliberate efforts to generate beneficial consumer conversations must be transparent and honestly conducted in order to meet the requirements of Section 5 of the Federal Trade Commission Act that prohibits "unfair or deceptive acts or practices. " To help marketers understand the difference between legitimate and unfair practices, a number of professional organizations have put forward recommendations for ethical conduct.

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