What’s more valuable for choosing a restaurant, dentist, gym, or new smartphone—an online review or a suggestion a close friend makes to you?
Even with the explosion of review applications and sites (eg, Yelp, Google, Urbanspoon), research clearly demonstrates that word of mouth—product or service recommendations made by friends, co-workers, or neighbors you know and trust—is still the most effective way to win new customers.
Why? While traditional advertising such as TV spots and newspaper ads, as well as digital marketing such as sponsored links on Google, can build brand awareness, they increasingly do not resonate with target audiences, and they are decreasingly cost effective.
While there’s no single formula for word-of-mouth success, we’ve found it often starts by employing a strong team of “Influencers”. Individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship with your business.
Influencers are everywhere. They can be in the form of a 14 year old girl with a Youtube channel about makeup application, or a stay at home mom who blogs about raising her children. Influencers are not necessarily high powered folks with a lot of money, they are just people who have an audience, and something to say. No matter the type, with the advent of the internet, influencer’s have changed the advertising landscape as we know it forever.
Word of mouth is a marketing channel that most consumer marketers should explore. It is hardly sufficient, however, as a way to reach potential customers. There is no “one best channel” for marketing campaigns—customers are increasingly “omnichannel” in their consideration of different products and their actual buying behavior. Therefore, any marketer that wants to reach them also needs to market products and brands across multiple channels.
The most sophisticated marketers today view the particular channel used to contact customers for ads and offers as just another variable in the marketing mix. The idea is that different channels, along with different messages, formats, and offers, are useful for particular customers at particular times, places, and purchase contexts. To restrict yourself to one value of that variable—word of mouth only—would be extremely unwise.
Of course, it’s not easy to work across multiple channels in marketing campaigns. Deciding what channel is best under what circumstances is difficult, as is keeping track of all the ads and offers to which a customer has been exposed. It would be far easier to go with a single channel—but also far less effective.
That’s where we come in!
- We have full time Account Managers that are available 24/7 to fulfill your brand needs
- We offer a full cycle brand experience. From creating ads, promoting them on the proper channels and ensuring they receive the exposure you deserve!
- Our Account Managers have seasoned ‘Influencer’ accounts on all major social media platforms to ensure that no matter the ad, we will find the appropriate audience.