Word Of Mouth

Shopping on line can be easy, simple and save you lots of money. It can also take a lot of your time, frustrate you, and result in unwanted purchases. Now the same can be said for regular high street shopping, but with the vast opportunity presented by the Internet it will pay you to spend a few minutes reading this and understanding how to better optimize your Word Of Mouth shopping experience:

1. Compare - without doubt the biggest advantage that the Word Of Mouth offers shoppers today is the ability to compare thousands of Word Of Mouth at a time. This is a great thing, but not necessarily all the time! Too much can be daunting at times so take advantage of the great comparison sites and where possible let them do the hard work for you.

2. Research - if it has been said it will be on the internet. Ignorance is no longer a justifiable reason for buying the wrong thing. Take the time to research in detail everything that you could possible want to know about

3. Testimonials - don't know anybody that has bought a Word Of Mouth? Wrong! If the Word Of Mouth is good the internet will let you know. Use the Internet as a friend and get testimonials before you buy.

4. Questions - Got a question about Word Of Mouth then search the Forums, FAQ's, Blogs etc. Don't be afraid to ask .....

5. Reputation - Never heard of the company selling Word Of Mouth? Don't worry, no reason why you should know every company in the world, but you know someone that does! Use the internet to find out what people are saying about Word Of Mouth and build up a picture of their reputation for sales, returns, customer service, delivery etc.

6. Returns - still worried that even after all of the above your Word Of Mouth wont be what you want? Check out the returns policy. There is so much competition now that someone, somewhere is bound to offer the terms that you are comfortable with.

7. Feedback - happy with your Word Of Mouth then let people know, after all you are depending on others people input in your buying decision, so why not give a little back.

8. Security - check for the yellow padlock on the Word Of Mouth site before you buy, and the s after http:/ /i.e. https:// = a secure site

9. Contact - got a question about Word Of Mouth, or want to leave a comment then check out the sites contact page. Reputable companies have them and respond.

10. Payment - ready to pay for your Word Of Mouth, then use your credit card or PayPal! Be aware of companies that don't accept them, there may be genuine reasons but given the huge amount of choice you have when buying online there is no reason at all not to buy via credit card or PayPal.

Word of mouth, is a reference to the passing of information by verbal means, especially recommendations, but also general information, in an informal, person-to-person manner. Word of mouth is typically considered a face-to-face spoken communication, although phone conversations, text messages sent via SMS and web dialogue, such as online profile pages, blog posts, message board threads, instant messages and emails are often now included in the definition of word of mouth.There is some overlap in meaning between word of mouth and the following: rumour, gossip, innuendo, and hearsay; however word of mouth is more commonly used to describe positive information being spread rather than negative, although this is not always the case.

Comparison to word of mouth marketing (WOMM) Word-of-mouth promotion (marketing), also known as buzz marketing and viral advertising, is highly valued by advertisers. It is believed that this form of communication has valuable source credibility. Research points to individuals being more inclined to believe WOMM than more formal forms of promotion methods; the receiver of word-of-mouth referrals tends to believe that the communicator is speaking honestly and is unlikely to have an ulterior motive (i.e. they are not receiving an incentive for their referrals).Grewal, R., T.W. Cline, and A. Davies, 2003. Early-Entrant Advantage, Word-of-Mouth Communication, Brand Similarity, and the Consumer Decision-Making Process. Journal of Consumer Psychology, 13(3). In order to promote and manage word-of-mouth communications, marketers use publicity as well as viral marketing methods to achieve desired behavioral response. Influencer marketing is increasingly used to seed WOMM by targeting key individuals that have authority and a high number of personal connections.

While any marketers places extreme value on word-of-mouth, this has historically been achieved by creating products or services that generate such "buzz" naturally. The relatively new method of WOMM bypasses the need to create satisfied customers, and instead attempts to inject positive "buzz" into conversations directly. While marketers have always hoped to achieve word-of-mouth, many suggest there are serious ethics in trying to generate word of mouth directly.

Word-of-mouth effects in the life cycle of cultural goods have been mathematically modelled.César A. Hidalgo, A. Castro and Carlos Rodriguez-Sickert, 'The effect of social interactions in the primary life cycle of motion pictures,' New Journal of Physics, April, 2006. For evidence as to the conditions under which word-of-mouth communication is effective, see Grewal et al. 2003.

With the increasing use of the Internet as a research and communications platform, word of mouth has become an even more powerful and useful resource for consumers and marketers. Tracking this online 'buzz' has led to the rise of a range of services and tools known as Buzz monitoring within the sphere of Online Public Relations.

Successful examples

Gmail - Google did no marketing, they spent no money. They created scarcity by giving out Gmail accounts only to a handful of "power users." Other users who aspired to be like these power users "lusted" for a Gmail account and this manifested itself in their bidding for Gmail invites on eBay. Demand was created by limited supply; the cachet of having a Gmail account caused the word of mouth, rather than any marketing activities by Google.
Chain e-mail about certain product/service can be considered as word of mouth marketing.World famous examples of Viral Marketing
Microsoft’s Origami Project campaign
Tupperware popularization
Popularization of text messaging
Popularization of chat
BMW’s Mini Cooper campaign
Ford Motor’s Evil Twin campaign
Jamie Kane game (BBC sponsored)
Homestar Runner
The Best Page in the Universe

Unsuccessful examples

Hotmail - Hotmail "piggybacked" on personal emails from one person to another to publicize their free email service. At a time when few people had email, the first and only free email service in the marketplace was appealing and novel -- hence their rapid adoption and spread. However, the same "piggybacking" technique currently employed by all free email providers (except gmail) no longer works. Furthermore, the Hotmail users did not voluntarily pass it on; they had no choice about Hotmail adding the "sign up" link at the end of their personal emails.
Burger King's Subservient Chicken - Burger King's marketing program called Subservient Chicken did indeed generate a lot of word of mouth, but the word of mouth was about the marketing campaign instead of the product that was being marketed. Also, those marketing efforts which rely on being edgy or on some kind of stunt often fade quickly when the novelty or edge wears off. Finally, this type of marketing is not reproducible or sustainable since it won't be edgy the second time around.
McDonald's LincolnFry - a fake blog was discovered, and it generated lots of negative word of mouth and little participation.
American Express' billboard - a fake blog poster who told readers to check out a great Amex billboard was found to be an Ogilvy employee; this violation of trust resulted in massive negative word of mouth which spread around the world.