You are surfing
on Facebook or Instagram and every 10th item in your news feed is advertising. Do
you want to tell your friends about the product that you saw?
I would guess that you
don’t!
But there are such products and advertising that we share with pleasure.
Why is this
happening?
Because
the brand / product / advertising make us have vivid emotions, and it is
our experience that we share. This is called WOM (word of mouth) marketing. This
is a way of communicating information in the process of personal communication:
comments, advice, assessments, etc.
…word of mouth “is the most honest form of marketing, building upon people’s natural desire to share their experiences with family, friends, and colleagues.” It can’t be faked, but it can be encouraged.
According
to statistics, 90% of the world's population trusts the recommendations of
friends. This is especially true of areas of "increased trust":
jurisprudence, medicine, investment, asset management, consulting, audit and
evaluation. Also it applies to cosmetics, cars, food. Imagine that your friend
is advising you on a new "amazing" cafe. Would not it be interesting
for you to look there to see what delighted her?!
So I decided to
consider in details the types of WOM that companies use.
This is
when the most exiting events and news are used to create a public resonance and
encourage us to talk about a product or brand.
As an
example the annual festival “Red BullJump and Freeze”, during which participants on skis or snowboards jump into a
pool of icy water. This event every year attracts a large number of
participants who actively share photos and comments in social networks while all local TV channels make the stories about this event.
It consists of the creation of information and entertainment messages, which users actively
share in social networks, personal correspondence, and simply in conversations.
For
example, a video from Nike Football with Cristiano Ronaldo, Neymar, Hulk,
Rooney, which entered the top 10 Youtube 2016, collecting more than 80 million
views.
This is the
formation and support of communities for an audience potentially interested in the
brand. It can be professional clubs, fan clubs, forums, etc. It's like a
traditional community on behalf of a brand, only the users themselves lead it.
The unofficial Russian
community of BMW fans in VK has more subscribers than the official FB and
Instagram communities combined. (1 million folowers, to the official 126 thousand FB
and 92 thousand to Instagram). And the international community of BMW on 90%
consists of the content generated by users.
It utilizes brand advocates and brand loyalists who are ready to spread
information about the company on their own behalf.
The army of evangelists is from Adobe, Microsoft, Netflix and many other
large (and not very large) brands. For them, forums and platforms are created,
and they themselves daily carry their love to the masses, including through
social networks.
This is the promotion of goods using posts by bloggers and opinion of leaders.
Since 2015, the popularity of promotion through famous persons has
increased by 2.5 times.
These are campaigns
of brands aimed at solving social problems, taking care of the environment or
something else.
For
example, McDonald's regularly protects the environment by making paper boxes
for burgers from recycled materials. Also the company uses the old oil as a
biofuel for the company's trucks.
Brand Blogging
This is
marketing through attracting users to the company’s blog using interesting content.
For
example, on the Russian site Maggi you will find more than a thousand recipes of
dishes and you can make a menu for a week.
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