Word-of-mouth (WOM) – such a powerful MKTG tool.
With so much of our lives happening in the digital space – Google, social media, Waze, Amazon, etc. – MKTG has been playing catch up making the transition from traditional channels (print, TV, radio, billboards, etc.).
Some lament the trend of people being so deeply immersed in lives connected digitally. However, there is also opportunity to provide value from a MKTG perspective unlike ever before.
With people connected less in-person and more online, WOM has begun to be impacted by Google search, review sites, social media and others. Facebook allows you to ask for recommendations from your friends. Google searches, with sitelink extensions and other features, are providing more and more salient information to consumers with each search.
Amazon’s presence in digital advertising is even growing, with their platform having established itself as a trove of reviews. They are also making inroads, with better-than-expected digital ad revenue in Q3 2018, while Google missed their revenue target.
Taking this all a layer deeper, voice assistants like Alexa, Google Home and others, are reducing the burden on buyers. A few voice prompts and you can order nearly anything.
So, what does this all amount to with regards to WOM?
We used to go to our trusted friends and family to ask for their advice on all sorts of buying decisions. However, there is credence to reviews when hundreds or thousands of people have written about their experience with a product or service. Thus, the online crowdculture, which can produce fickle results for branded digital MKTG campaigns and the stories Marketers want to tell, can actually provide a WOM resource to other consumers.
WOM will likely always include those closest to us – it’s just also going to include digital, supercomputing resources that continue to learn how to provide consumers and Marketers with incrementally improved results.