Posts Tagged ‘Kristen Smith’

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Word-of-Mouth, a Key Component of the Marketing Mix

21/04/2009

La directora executiva de la Word of Mouth Marketing Association, Kristen L. Smith, nos entrega un artículo muy interesante acerca de la eficacia de las campañas de boca-oreja.

So how do you find out where to get the best chicken vesuvio in town? It’s likely you’d ask a friend or colleague who knows the local restaurant scene and go try the dish?

Brand managers are harnessing that power of word-of-mouth to boost product images, company reputations and sales. Word-of-mouth marketing has become a science in its own right, founded on the principles of empowering consumers, valuing their opinions, leveraging their knowledge and experiences, and taking action in response to expressed concerns.

Lasting consumer trust can be built and expanded much more deeply and legitimately through word-of-mouth than is possible from relying mostly on traditional media advertising to get the word out. It’s all about credibility—getting it, maintaining it and growing it.

Facebook, MySpace, LinkedIn, Twitter and other social sites have fueled the stratospheric growth of word-of-mouth and brands need to be paying attention to who’s talking about them and what they’re saying. Word-of-mouth allows brands to join the crowd and participate appropriately in the dialogue.

Many veteran marketing executives and brand managers are evaluating word-of-mouth and asking, what is the strategic fit? Does word-of-mouth support or contradict a traditional media campaign? How effective is it compared to advertising? The answers lies in how technology is changing the ways consumers learn about brands and evaluate them.

“Word-of mouth marketing extends the attributes of your brands, such as confidence, trust and reliability, that have been conveyed through traditional media,” said Scott Wilder, group manager, Quickbooks Software and Business Services for Intuit. “The two-way dialogue online between consumers and brands help us better understand how customers are using our products and enables our employees to build stronger relations with them.”

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