What is it and is it worth using word of mouth

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Word of mouth marketing is one of the oldest methods of promoting products and brands. We tell you how to use it and why it is worth doing it. Properly used word-of-mouth marketing allows a company to gain many benefits. We explain what it is and what assumptions it should meet. CONTENTS: Word of mouth marketing – what is it? How should word-of-mouth marketing be conducted? What communication channels can be used in a word-of-mouth marketing campaign? Why is it worth using word of mouth marketing? Word of mouth marketing – examples Word of mouth marketing – what is it? Word of mouth marketing is a form of marketing activities that involve generating buzz around brands or products. It also goes by names such as buzz marketing, referral marketing and referral marketing. The task of the agency conducting the campaign is to initiate a discussion so that customers want to share their opinions and experiences related to a given brand. Recommendation marketing is based on the use of a mechanism known in social psychology called social proof.

It consists in people looking for justification for the validity of their own Special Database views and behaviors in the attitudes of other people. According to this assumption, there is a much greater chance that customers will be interested in purchasing a given product if they hear or read positive opinions about it. How should word-of-mouth marketing be conducted? Only word-of-mouth marketing conducted in a thoughtful and ethical manner will be able to bring positive results in the long run. We indicate the most important conditions that a well-planned buzz marketing campaign should meet. Messages that are not overt advertising First of all, buzz marketing cannot resemble overt, intrusive advertising. Product information should be presented in a natural, unforced and spontaneous way so that recipients do not feel pressured to make a purchase. Opinions that are based only on exaggerated praise of the product usually do not bring good results. Balanced comments that pay little attention to negative aspects - e.g. imperfections or elements requiring improvement - will be much more credible. The role of marketers is mainly to initiate and stimulate discussion. They should suggest topics for conversation, encourage people to get to know the brand better, share opinions about it or exchange views. Basing the campaign on the analysis of the target group A word-of-mouth marketing campaign cannot be a random or one-off activity.




It should be carefully planned and based on an analysis of the characteristics and needs of customers from the target group. It is especially important to select the appropriate communication channels to reach people interested in purchasing the product or using the service. Word-of-mouth marketing that is not spam Recommendation marketing is perceived by many people as internet spam, i.e. unwanted messages sent in order to obtain material benefits. Most often, they take the form of short posts on forums or comments under blog entries. They are intrusive advertising and contain a link to the company's website. Posting them is usually against the website's regulations - especially when it is done by a new user who has not added any valuable entries before.