The latest advertising boom in the US is word-of-mouth marketing. Companies send products to everyday people, anything from mobile phones to shampoo. These individuals (called agents or ambassadors) can keep the products but may have to provide feedback about their experiences. Importantly, individuals are free to say what they choose about products to friends and family - inviting good or bad feedback maintains credibility and avoids undermining the inherent value of word-of-mouth.
Of course word-of-mouth is nothing new. People have always talked favourably to friends about products and services they like, or shouted about ones they don’t. Recent interest in word-of-mouth marketing may be explained by widespread use of the Internet, which has empowered people to share experiences more easily. For some, it’s become second nature to research the opinions of others online before purchase, so companies must try to ensure people are talking positively about their product or service.
Online or off, word-of-mouth marketing is applicable to many businesses selling products, and services too. The premise is the same - let’s get people talking, about us.
Word of Mouth is considered a ‘raw and genuine’ approach that can reach audiences that may be apathetic towards existing advertising methods. There’s always a risk this approach may be perceived as ’sneaky’, so time will tell if the phenomenon takes hold in the UK. But with an estimated 47% of the Fortune 500 companies in the US adopting Word-of-mouth programmes in 2007, and specialist word-of-mouth marketing agencies opening in the UK this year, it seems likely more companies will begin experimenting with ideas of their own.
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Following a highly successful pilot programme, Business Link is running a series of marketing workshops aimed at owner/managers of established small and medium sized enterprises.
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