3. WORD OF MOUTH
- it refers to the act of consumers providing information to other consumers.
WORD OF MOUTH MARKETING
-giving people a reason to talk about your products and services , and making it
easier for that conversation to take place.
It is the art and science of building active , mutually beneficial consumer to
consumer and consumer to marketer communications.
10. PIONEERING OF CONCEPT OF WORD OF MOUTH
MARKETING.
George Silverman, a psychologist.
Experimented on a group of physicians discussing regarding the new pharmaceuticals products.
One or two physicians with positive opinion of the drug swayed away the negative opinion &
even the doubtful opinion physicians towards the drug.
The power of word of mouth was noticed by the psychologist.
11. WHERE DOES THE W.O.M.M. FIT INTO.
1. WHEN A PRODUCT OR SERVICE OR CONCEPT IS (OR PERCIEVED TO BE)
EXPENSIVE
COMPLICATED
NEW AND INNOVATIVE.
MATURE WITH NEW IDEAS
2. WHEN A PRODUCT OR SERVICE OR CONCEPT NEEDS REPOSITIONING
14. POSITIVE WORD OF MOUTH MARKETING
1 happy customer might tell at the maximum just 4 to 5 other people.
15. POSITIVE WORD OF MOUTH MARKETING
1. More information and right
decisions – reliable source
recommendations helps the
customer to make right
decisions.
2. Free of cost – it is a unpaid
form of spread of messages.
3. Increases goodwill – no cost
incurred and goodwill gained.
4. Makes new customers -
based on recommendations.
16. NEGATIVE WORD OF MOUTH MARKETING
1 dissatisfied customer will surely tell about it to 10 to 11 other people.
22. Product seeding
It is quite similar to celebrity endorsements, evangelist marketing, and is a grassroots way of planting a
product so that it can be seen by important or influential people.
Product seeding would be getting a celebrity to wear a certain hat or to hold a particular drink when being
photographed or interviewed.
Evangelism marketing
It is more commonly known as word-of mouth-marketing and relies on customers to deliver marketing
messages to other potential customers. Evangelist customers spread their recommendations and recruit new
customers out of pure belief, not for goods or money.
- Apple Inc. Guy Kawasaki
23. Blog marketing
It is the process of reaching a business' target market through the use of a blog. Initially, business owners would have a blog
separate from their websites, but eventually, they integrated the two to make it easier for them to manage, as well as easier for
visitors to access.
Today, many business owners use a blogging platform, such as WordPress, for both their site and blog. Further, as blogging
has grown in ease and popularity, many people have created businesses from blogging. For example, some food blogs are
businesses in and of themselves.
25. GRASSROOTS MARKETING
ConsumerSafety.org
It works by promoting your business to a small group and hoping that your message will spread to a larger audience. The goal is
that by doing something that sparks one person’s interest, either because it’s heartfelt, intriguing, helpful or unconventional, you
increase the chance that they will share the message.
They received tons of traction on social media, several
mentions in blog posts, and they were included in multiple
resource listings for fire departments. they even earned a
natural mention of the game in a TV news spot on the other
side of the country (they never contacted them).
26. Buzz marketing
Concept here is to spread the information to the consumer via an event , a measure or a spectacular , surprising action
associated with the brand.
Deforestation WWF campaign
29. INFLUENCER MAKRETING
Philips Air Fryer
Philips had introduced its latest kitchen appliance Air Fryer in 2012 and there were very few who
knew its application and use. It allowed deep frying of a variety of food items with 80% less oil
consumption. Despite such a huge feature, it remained relatively unknown in the market.
This is where Philips along with its digital agency Ogilvy One roped in Sanjay Thumma who
is known for his cookery channel on YouTube called Vahchef. The campaign started a six month
long show called Philips Superchefâce •that managed to create a lot of awareness amongst
consumers.
31. VIRAL MARKETING
Creating entertaining or informative messages that are designed to be passed along in an exponential
fashion, often electronically or by email.
