Online from: 1988
|Title:||Get the word out (word-of-mouth marketing)|
|Author(s):||Mohr I, Chiagouris L|
|Journal:||Marketing Management, Jul/Aug 2005, Volume: 14 Issue: 4 pp.51-53 (3 pages)|
|Keywords:||Consumer Behaviour, Internet, Marketing|
|Article type:||General review|
|Reference:||34AW088 (Permanent URL)|
Design/methodology/approach - Explains how WOM operates and how managers can improve its effectiveness.
Findings - WOM and its precursor, buzz marketing, are at the top of most marketers' agenda and theoreticians suggest that, to create buzz, shock tactics and product seeding should be used along with traditional marketing methods, not replace them. Reveals that the growing popularity of stealth marketing derives from three factors that contribute to the diminishing effectiveness of television advertising and other traditional techniques: the growing criticism of the advertising industry, the increased difficulty of tracking down potential customers due to fragmented audiences and technological threats to traditional TV advertising. Discovers that WOM communications are often in the form of a story, the most effective triggering positive surprise, and that the strength of WOM influence is determined by the perceived communicator characteristics. Adds that volume and content are the two basic aspects to WOM, the former being more important, and proposes a volumetric approach to measurement and management.
Practical implications - Recommends that managers examine the manner in which their brands are part of a story that can be easily told and retold and manage expectations to increase positive surprise and avoid negative surprise. Adds that they should recognize that more dispersed buzz could be better than concentrated buzz and they need to develop different strategies for encouraging eWOM behaviour among their target customers.
Originality/value - Highlights the emerging tools and techniques for harnessing the power of WOM.