Customer Opinion Management - WOM Marketing
WOM marketing (Word of Mouth) is one of the most powerful tools of modern marketing, which includes not only recommendations transmitted by word of mouth, but also the sharing of consumers' thoughts and emotions. This marketing method is due to the fact that consumers trust other consumers' experiences more than advertisements, because they often seem more sincere and reliable.
How WOM marketing affects business
Trust and credibility: When a consumer tells someone about a particular product, it seems much more reliable than advertising. Consumers often trust the experiences of others more. This is how a new brand, product or service is promoted.
Creating strong connections with consumers: WOM marketing allows companies to gain a stronger connection and real relationship with consumers.
Promotion and expansion: WOM marketing can be spread in various forms, allowing consumers to send their opinions and share them with others on a daily basis. This accelerates the growth of brand awareness.
Social Influence and Endorsements
When consumers engage in positive experiences, they create a cycle of social influence by sharing their opinions. Social media, blogs, and online forums don’t just generate reviews, they also play a large role in shaping a brand’s reputation.
What are the risks for a company when using WOM marketing?
Although WOM marketing is a very effective tool, its use carries certain risks.
Negative recommendations
Advertising and PR strategies are much more controllable, but WOM marketing depends almost entirely on the opinions of consumers. Negative comments can reflect poorly on the brand's reputation.
High expectations and disappointment
If a company uses WOM marketing to create very high expectations in the eyes of consumers, the actual experience may fall far short of their expectations. This can lead to disappointment and new negative opinions.
Customer loss due to negative communication
If a customer experiences rudeness, irresponsibility, or poor service from a company, they may share it with others, which leads to the loss of existing customers. In WOM marketing, every detail is important, because even a small negligence can lead to the loss of a customer.
WOM marketing is a powerful tool that allows a company to naturally, directly, and effortlessly gain the trust of customers.
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