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  • WOM-Its Impact On Consumer Behaviour

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    Vaishali Shah
    32 просмотров26 страниц
    Word of mouth marketing involves consumers influencing other consumers through interpersonal communication about brands and products. It can take many forms both online and offline, from verbal conversations to social media posts and reviews. It is a powerful yet inexpensive form of marketing when done effectively, as people trust other consumers more than traditional advertising. However, it also carries the risk of negative word of mouth spreading quickly as well.

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    wom

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    WOM-Its Impact on Consumer Behaviour (2)

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    Word of mouth marketing involves consumers influencing other consumers through interpersonal communication about brands and products. It can take many forms both online and offline, from verbal conversations to social media posts and reviews. It is a powerful yet inexpensive form of marketing when done effectively, as people trust other consumers more than traditional advertising. However, it also carries the risk of negative word of mouth spreading quickly as well.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    32 просмотров26 страниц

    WOM-Its Impact On Consumer Behaviour

    Загружено:

    Vaishali Shah
    Word of mouth marketing involves consumers influencing other consumers through interpersonal communication about brands and products. It can take many forms both online and offline, from verbal conversations to social media posts and reviews. It is a powerful yet inexpensive form of marketing when done effectively, as people trust other consumers more than traditional advertising. However, it also carries the risk of negative word of mouth spreading quickly as well.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 26

    Farah Medhora-12027 Karan Sethi-12041 Krunal Trivedi-12049 Kunal Mistry-12051 Sonam Nagpal-12135 Vaishali Shah-12151 Reepa Shah-12105

    Process by which one person influences the action or attitude of others, who may be opinion seekers. The voice of the customer -A natural, genuine, honest process people seeking advice from each other Consumers talking about products, services, or brands they have experienced.

    Word of mouth generates sales in a costeffective way. People don't spread the word for pay or favors if they love your product, they'll do it for free. Invite people to discuss your product or service through company blogs or other communication methods

    Verbal encounters SMS emails Web-based communication. occurring in blogs Chat Session VoIP communications

    Demonstrations Displays Product Trials


    Non-profit organisations rely on this method of stimulating WOM to generate interest in fundraising events.

    WOM is powerful when consumer when consumer is relatively unfamiliar with the product category. Eg: Medications to prevent hair loss, Technologically complex like CD Players.

    Adobe Apple Avon Dell Disney Google Hotmail Mc Kinsey & Company Microsoft Roche Laboratories

    The Consumer is In Control


    Comparatively Economical Method of Marketing. Word Of Mouth is more Credible. Strengthens Brand Image Ripple Effect On Other Advertising Efforts

    Marketers fear that message may not be delivered as they desire. Untraceable Results
    Informal way of communication

    Negative Customer Feedback

    WOM is a 2 edged sword that can cut both the ways for marketers. More than one third of all WOM info is negative WOM which is usually given high priority & weighs heavily in decision making.
    Negative WOM is easier to spread online.

    Wal*Mart
    Mc Donalds- 10o % pure beef rumour. Johnson & Johnson-Tampered packages

    South west airlines

    1- The consumer doesnt believe anymore

    Word of Mouth is Catching Onin All Its Forms

    Buzz Marketing

    Brand Communities

    Influencer Marketing

    User Generated Content

    Cause Marketing

    Viral Marketing

    Identifying and involving the most influential consumers in a target market to turn them into brand advocates. Eg: Waghbakri chai SMRITI IRANI, Godrej Consumer Product Ltd. (GCPL)

    SUNSILK GANG OF GIRLS

    SAVE THE TIGER

    BRAND BLOGGING
    Creating blogs and participating in the blogosphere, in the spirit of open, transparent communications; sharing information of value that the blog community may talk about.

    DISNEY

    BMW

    User-generated-content (USG) is content created and published by the end-users online. Eg: Hero Moto Corp.

    Supporting social causes to earn respect and support from people who feel strongly about the cause

    Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email. Kolaveri Di

    Involving your most loyal customers to turn them in brand advocates Eg: Apple

    Marketing tactic in which a company uses surprise or unconventional interactions in order to promote a product or service.

    COCA-COLAS NEW GRIP BUS STOP AD

    IM LOVIN IT - BOARDWALK

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