Word of Mouth Marketing

Word of Mouth Marketing (WOMM) is a form of marketing where consumers are in control and marketers participate to influence and accelerate the marketing message. WOMM is derived from Word of Mouth (WOM), the oldest form of advertising, in which people are providing information and making honest recommendations to other people about a brand, product or service. WOM is primarily driven by "influencers", people who are already successfully using a company‘s product(s) and service(s) and are naturally inspired to talk positively about it. Word of Mouth Marketing (WOMM) happens when marketers launch campaigns to influence and accelerate organic WOM.

Characteristics of WOMM

Unlike traditional offline and online marketing WOMM is not about how many people a marketing message can reach directly, but more about how many people pass the marketing message on to other people. WOMM is based on intense user engagement and primarily relies on finding and empowering "influencers", opinion leaders who have extensive knowledge in a specific area, to spread the word. For WOMM to be successful it requires more than an average "brand" or "product" experience. It demands an excellent product or service "influencers" can use, be excited, and talk about.

Online WOMM has evolved from spoken communication and includes online consumer activities using Internet technologies such blogs, online forums, videos and podcasts to create Consumer-Generate Media (CGM). Unlike offline conversation, online WOMM conversions do not dissipate after the conversion. They are often archived online as CGM and indexed in search engines for access by consumers or others looking for information. Whether online or offline, a successful WOMM campaign involves true and passionate "influencers" who are willing to spread the message.

Coverbind Direct WOMM Example

Word of Mouth Marketing Services

A successful WOMM campaign must be integrated with marketing, sales, customer service and other functions within a business and therefore requires ample lead-time and detailed planning. Advanced Media Productions offers a comprehensive, custom WOMM program that includes the following:

Strategy Development

Our Word of Mouth and social media marketing experts identify the clients' goals and objectives, key performance indicators, target audience, research the online marketing activities of the competition and develop a comprehensive implementation plan.

• Goals and objectives

  Determining the campaign goals and objectives is one of the most important phases in the planning stage of a WOMM campaign. The campaign goals and objectives allow the client to determine the scope, budget, ROI and key performance indicators of the campaign before execution so that campaign results can be tracked and measured when it gets underway.

• Target audience

  Defining the target audience is one of the most important steps in planning a WOMM campaign. The target audience for a WOMM campaign usually is consumers; friends and peers the “influencers“ are passing the message onto.

• Competitive analysis

  As part of the word of mouth marketing campaign plan Advanced Media Productions researches and identifies the online and WOMM activities of the competition.

Cookiehead WOMM Example

Campaign Implementation

• Campaign ideas and message development

  In the campaign implementation phase of a WOMM program Advanced Media Productions develops campaign ideas and offers that will resonates with the "influencers" and consumers and can be passed along easily.

• Identifying, selecting and engaging the "influencers"

  In this important step of the WOMM campaign implementation Advanced Media Productions identifies the "influencers" who can help spreading the word and determines the incentives and offers keeps them motivated and engaged a longer period of time.

• Measure and track success

  Once a WOMM campaign is underway Advanced Media Productions can measure and track success using various "listening" tools and professional automated online "listening services".

Contact us or call 1-888-755-5151, ext 17 for more information.

Contact us or
call 1-888-755-5151, ext 17
for more information.