Word of mouth (WOM) refers to consumers sharing information about products and services with other consumers. Word of mouth marketing (WOMM) aims to give consumers reasons to talk about brands and make it easier for these conversations to occur. The goal of WOMM is to gain natural brand advocates by creating customer enthusiasm and giving customers tools to share their experiences. WOM can be organic when satisfied customers naturally share their positive experiences, or it can be amplified when marketers launch campaigns to accelerate positive WOM. Basic elements of effective WOMM include educating people about offerings, identifying influential consumers, providing sharing tools, listening to shared opinions, and responding.

1. Word of Mouth
COMMUNICATION
• Presented by-Harshali Bajpai
• MBA-3rd sem

2. What is it?
• Word of mouth (WOM) - The act of consumers providing
information to other consumers.
• Word of mouth marketing (WOMM) - Giving people a
reason to talk about your products and services, and
making it easier for that conversation to take place.
– Not creating WOM but learning how to use it to achieve
marketing objectives.
– Based on the concepts of customer satisfaction, two way
dialog, and transparent communications.
It’s harnessing the voice of
the customer for the good of
the brand.

3. What does it do?
• The goal is to gain natural brand advocates.
– Create customer enthusiasm
– Give customers a voice & provide tools to share
– Listen & respond, even if negative or neutral
– Pull not push
• WOM is the desired effect achieved through various
alternative media.
– Organic WOM occurs naturally when people are
satisfied and want to share.
– Amplified WOM occurs when marketers launch
campaigns designed to accelerate WOM.

4. Word of Mouth (WOM) Definition
• The product information individuals transmit to other
individuals.
(Solomon, 2009)
• Personal communication about a product between
target buyers and neighbours, friends, family
members and associates.
(Kotler & Armstrong, 2009)

5. Basic Elements
• Educating people about products/services
• Identifying those most likely to share
• Providing tools of communication
• Studying shared opinions
• Listening and responding

6. 91% LIKELY TO BUY ON
RECOMMENDATION
WOMM = C2C CONVERSATION

7. Types of Word of Mouth Marketing
• Buzz Marketing: Using high-profile entertainment or
news to get people to talk about your brand.
• Influencer Marketing: Identifying key communities and
opinion leaders who are likely to talk about products and
have the ability to influence the opinions of others.
• Viral Marketing: Creating entertaining or informative
messages that are designed to be passed along in an
exponential fashion, often electronically or by email.

8. CONTD…
• Product Seeding: Placing the right product into
the right hands at the right time, providing
information, samples to influential individuals.
• Cause Marketing: Supporting social causes to
earn respect and support from people who feel
strongly about the cause.
• Evangelist marketing: involving your most
loyal customers to turn them in brand advocates
Eg: Apple

9. THANKYOU