Here are my thoughts on #CSides post on WOM.
WOM marketing is not only the golden ticket to building a brand but being able have people spread your message organically is what every marketer strives for. The problem with WOM marketing is that the 90% of offline conversation can’t be forced, well unless you compensate someone in some form, to advocate your product or service. At the same time, there are currently no quantitative metrics available for marketers to understand how these conversations really do impact the bottom line. This is when creative solutions kick in… break-through ideas cut through the clutter …. and ultimately inspire people to take action.
And that’s where the beauty lies in marketing! Understanding that marketing is art and not a science is the moment you realize your in for a roller coaster ride.
At the end of the day, agencies want to break through all the advertising noise and get there clients product(s)/service(s) noticed by there target consumer. Agencies work within the constraints of there client brief to present a unique way to penetrate the market. Therefore WOM marketing is more of a bi-product of great advertising. Whatever happened to that other 10% of online conversations? This is where you truly find those golden nuggets of insight for strategic direction. Online activity, primarily social media, is basically hard evidence of what people are really saying about your brand. After marketers harness this insight from online activity, watch OUT… the next thing you’ll know, your overhear a few coworkers speaking about how One Wipe Charlies; The softest, cleanest, fastest manliest way to handle your business made it ways to work…