11 types of word of mouth marketing
Word of mouth marketing encompasses many marketing techniques designed to encourage people to discuss products and services, and to facilitate such discussions.
Below I have listed common types of word of mouth marketing. This is an incomplete list - I publish it in order to start a dialogue and as a result come to some standardization, so your comments will be interesting to me. (Not everyone agrees that all of these types should be used by word of mouth marketing, and many marketers use other terms to describe them).
Buzz Marketing: Use attention-grabbing entertainment and news resources where people can talk about your brand.
Viral Marketing: creating entertaining or informative messages designed to spread exponentially, often electronically.
Community Marketing: creating or supporting communities that are potentially united by interest in brands of certain market niches (such as user groups, fan clubs and discussion forums); and providing such communities with tools, content and information.
People Marketing (Grassroots Marketing):collecting and motivating volunteers to disseminate information in a personal or local radius of action.
Evangelist Marketing: Engaging and motivating propagandists, devotees, and volunteers and encouraging their leadership in actively disseminating information on your behalf.
Product Seeding: placing the right product in the right place at the right time, supplying information or samples of people whose opinion has weight.
Influencer Marketing: identifying key communities and people of authority who are willing to discuss your products in the long run and who are able to influence the opinions of others.
Situational marketing (Cause Marketing):work with socially significant problems in order to gain respect and support for people who take such problems to heart.
Creation of the theme: interesting or funny advertising, e-mail messages, phrases, tricks, entertainment or promotions created with the aim of launching word of mouth.
Brand blogging: Creating blogs and participating in the blogosphere in the form of open, transparent communications; sharing valuable information with blog members.
Affiliate programs: creating tools that make it easier for satisfied customers to share information with friends.
I will describe in detail each type of word-of-mouth marketing WOMM marketing.
Rumor Marketing (Buzz Marketing):
Rumor marketing is a technique aimed at transforming every meeting with a consumer into a unique, spontaneous personal exchange of information instead of an advertising message carefully thought out by a professional advertiser. Initially, rumor marketing campaigns were conceived as real theater performances. The advertiser shares product information with only a few "knowledgeable" people - representatives of the target audience. By purposefully initiating face-to-face conversations with people who have a significant influence on people of their circle, such marketers launch a sophisticated word-of-mouth campaign in which consumers feel flattered that they are included in the elite community of “initiates” and are willing to disseminate information among your friends and colleagues.
Although rumor marketing is far from new, Internet technology has changed the way it is used. Rumor campaigns these days start in conversation forums where marketing representatives portray involvement with the target audience to promote their product. Personal Internet blogs are another popular tool for electronic rumor marketing campaigns: advertisers search for authors of “necessary blogs” and promote their product with their help. Instant Messaging (IM) tools are also used by people or IM robots promoting the product for rumor marketing campaigns. As in the case of other similar campaigns, the IM model is built with the expectation of the impact that a particular person has in the formed small network - in this case, we mean the list of his contacts.
Here is an example of rumor marketing in action (but not on the Internet).
If this summer you will become a regular at the “right” cafes in Sunset Plaza, Melrose or Third Street, you will surely meet a group of sleek, incredibly attractive bikers who, it would seem, with genuine interest will study you over an ice latte cup. If you compliment their Vespa scooters, sparkling in the sun at the edge of the sidewalk, they will readily get a notebook and write an address and telephone number - not theirs, but the local “shop”, where you can buy your own Vespa, as recently ( according to their assurances) they made rap star Sisko and queen of cinema Sandra Bullock. And then you will understand that your meeting is far from accidental. These biker models are on Vespa’s balance sheet, and they hired them to spread favorable rumors about recently re-released European motorbikes on word of mouth.
Welcome to the summer of flourishing rumors!
Below I have listed common types of word of mouth marketing. This is an incomplete list - I publish it in order to start a dialogue and as a result come to some standardization, so your comments will be interesting to me. (Not everyone agrees that all of these types should be used by word of mouth marketing, and many marketers use other terms to describe them).
Buzz Marketing: Use attention-grabbing entertainment and news resources where people can talk about your brand.
Viral Marketing: creating entertaining or informative messages designed to spread exponentially, often electronically.
Community Marketing: creating or supporting communities that are potentially united by interest in brands of certain market niches (such as user groups, fan clubs and discussion forums); and providing such communities with tools, content and information.
People Marketing (Grassroots Marketing):collecting and motivating volunteers to disseminate information in a personal or local radius of action.
Evangelist Marketing: Engaging and motivating propagandists, devotees, and volunteers and encouraging their leadership in actively disseminating information on your behalf.
Product Seeding: placing the right product in the right place at the right time, supplying information or samples of people whose opinion has weight.
Influencer Marketing: identifying key communities and people of authority who are willing to discuss your products in the long run and who are able to influence the opinions of others.
Situational marketing (Cause Marketing):work with socially significant problems in order to gain respect and support for people who take such problems to heart.
Creation of the theme: interesting or funny advertising, e-mail messages, phrases, tricks, entertainment or promotions created with the aim of launching word of mouth.
Brand blogging: Creating blogs and participating in the blogosphere in the form of open, transparent communications; sharing valuable information with blog members.
Affiliate programs: creating tools that make it easier for satisfied customers to share information with friends.
I will describe in detail each type of word-of-mouth marketing WOMM marketing.
Rumor Marketing (Buzz Marketing):
Rumor marketing is a technique aimed at transforming every meeting with a consumer into a unique, spontaneous personal exchange of information instead of an advertising message carefully thought out by a professional advertiser. Initially, rumor marketing campaigns were conceived as real theater performances. The advertiser shares product information with only a few "knowledgeable" people - representatives of the target audience. By purposefully initiating face-to-face conversations with people who have a significant influence on people of their circle, such marketers launch a sophisticated word-of-mouth campaign in which consumers feel flattered that they are included in the elite community of “initiates” and are willing to disseminate information among your friends and colleagues.
Although rumor marketing is far from new, Internet technology has changed the way it is used. Rumor campaigns these days start in conversation forums where marketing representatives portray involvement with the target audience to promote their product. Personal Internet blogs are another popular tool for electronic rumor marketing campaigns: advertisers search for authors of “necessary blogs” and promote their product with their help. Instant Messaging (IM) tools are also used by people or IM robots promoting the product for rumor marketing campaigns. As in the case of other similar campaigns, the IM model is built with the expectation of the impact that a particular person has in the formed small network - in this case, we mean the list of his contacts.
Here is an example of rumor marketing in action (but not on the Internet).
If this summer you will become a regular at the “right” cafes in Sunset Plaza, Melrose or Third Street, you will surely meet a group of sleek, incredibly attractive bikers who, it would seem, with genuine interest will study you over an ice latte cup. If you compliment their Vespa scooters, sparkling in the sun at the edge of the sidewalk, they will readily get a notebook and write an address and telephone number - not theirs, but the local “shop”, where you can buy your own Vespa, as recently ( according to their assurances) they made rap star Sisko and queen of cinema Sandra Bullock. And then you will understand that your meeting is far from accidental. These biker models are on Vespa’s balance sheet, and they hired them to spread favorable rumors about recently re-released European motorbikes on word of mouth.
Welcome to the summer of flourishing rumors!