Do you remember this restaurant? The one that your friend recommended to you by providing value.. on Instagram he has posted #bestrestaurantintown#friendshipgoal#I’llnevercookagain#WORDOFMOUTH!!
WORD OF MOUTH is the most powerful tool in marketing. Consumers might be affected by positive or negative thoughts or reviews that are spread just as fast.
However, world of mouth may create advantages or damages to the brand, as people trust more easily their friends, family or even reviews online rather than influencers or advertisement in general.
People aren’t naive and understand that influencers are paid by brands to promote their products... especially when at the end of the video a discount code is released. Same with advertising, marketers won’t be truly honest when reviewing or creating a spot. Marketers will always enhance the image of the product in order to create an impulse buy toward its consumers.
World of mouth implies various characteristics, while the most useful one are based on stories, emotions, social currency and/or by providing value.
If I had to choose, I’m more likely able to remember a brand based on its story or the emotion created.
Word of Mouth’s aim is to express its feeling, emotions to others in order to give the incentive to try the product.
Why people share on social media content that makes them look cool, interesting, fun?
The purpose is to be followed by users that envy their lives ... right?
This social currency characteristic is the most common technique over the web. Instagram plays this role when influencers share their daily life and share "achievable dreams" with their followers. For example, nowadays people want to look fit and strong. Therefore, users will follow Influencers that are fit and strong, promoting protein powders that will foster them to look like the influencer by buying the product at lower cost.
Overall, consumers feel more confident in the information they're sharing when they're contributing something that's worth talking about. To illustrate this, "research has shown that Facebook users are more likely to share content that educates their network, and/or makes them look good and reinforces a certain image of themselves.” (Megan Mosley, SocialMediaToday, 2017)
How likely you remember a brand or product based on those characteristics?
Is World of mouth influence your choice better than any other marketing technique?
I totally agree the influencer movement is huge and who hasn't bought something through an influencer. I did actually buy protein powder, fat loss metabolism powder to go to the gym. The influencer is specialized in fitness so i trusted her and i think that's what makes a difference between a regular ad on TV and someone who is an expert, uses it, can show results, and recommend it along with comments of people who tried it and make you feel confident purchasing it. I think it definitely become more memorable and this electronic word of mouth prone to create a call to action, buying it.
ReplyDeleteIt's very rare that I remember a brand or product based on it's characteristics, it's more the way it's marketed in the celebrity world and who's a fan of such products, basically via celebrity endorsers. I feel like though word of mouth is much more effective than anything else - being able to hear someone recommend a product or service and being able to analyse their body language when speaking about such a product or service, that influences me a lot. Especially with food recommendations etc, you'd wanna hear someones first hand experience before anything else - pictures could look good but does it taste as good as it looks? For example a tracksuit of NIKE may look very good on the catalog or on display, but how will you know what it looks like and how the quality is until you see it on someone that's similar to you? How they pull it off? But yeah definitely to expose a brand, product or service - i believe celebrity endorsers are starting to have a massive impact in terms of creating competition.
ReplyDeleteHi Maeyene, great post!
ReplyDeleteI hate it when I'm on youtube and I can instantly tell the influencer is sponsored by the brand to promote their product! You are right, most consumers aren't naive enough to fall into that marketing trick anymore. Organic posts are the new trend in the market because it has the ability to effortlessly form trusts with the consumers without aggressively marketing it to them. Personally, I trust the opinions of others, especially my close friends and family members. Therefore, providing quality service that people will remember and thus naturally recommending it to others should be the end goal for all businesses. NOT through sponsorships.
In reply to Shermaines comment above, I generally am trusting and influenced by sponsored brands and here is why. Generally influencers got to where they are through showing a particular image on themselves and gaining trust in there followers and the thing about this is, they aren't going to throw away a good reputation by promoting bad products. If they sponsor a product I generally know I can trust the product as the influencers I follow wouldn't endorse a product that is low quality or a rip off as this would effect there image. Furthermore if a brand has enough money to pay for celebrity or an influencer endorsement then generally the brand has already made it somewhat and customers are buying there products, so you would have to assume its a good company with good products. I also think everyone should also do there own research before buying anything. Do you trust sponsorships or not?
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