The Secrets of Word of mouth Marketing

How to harness the awesome power of "word of mouth."

Author: George Silverman

Publisher: Amacom Books

ISBN: 0814470726

Category: Business & Economics

Page: 258

View: 303

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How to harness the awesome power of "word of mouth."
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Word of Mouth

Author: Susanne M. Skubal

Publisher: Routledge

ISBN: 9781136713293

Category: Literary Criticism

Page: 182

View: 780

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First Published in 2002. Routledge is an imprint of Taylor & Francis, an informa company.
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Capturing Analyzing and Managing Word of Mouth in the Digital Marketplace

European Journal of Marketing, 48(7/8), 1375 - 1394. Marketing Chart. (2014). Satisfaction with Word mouth and social media tactics. Retrieved from http:// www.marketingcharts.com/online/marketers-most-effective-word-of-mouth- ...

Author: Rathore, Sumangla

Publisher: IGI Global

ISBN: 9781466694507

Category: Business & Economics

Page: 309

View: 761

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With the growth of information technology—and the Internet in particular—many new communication channels and platforms have emerged. These platforms are focused on being not only user friendly, but also highly interactive, providing many unique ways to create and distribute content. Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace explores the way these new channels and platforms affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing. Featuring a special emphasis on social media, blogging, viral marketing, and other forms of e-communication, this timely reference source is essential for students, researchers, academics, and marketing practitioners.
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The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.

Author: Natalie T. Wood

Publisher:

ISBN: 1631574418

Category: Business & Economics

Page: 238

View: 424

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Whether it is a status update of an upcoming vacation on Facebook, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others. Indeed, social word of mouth (sWOM) -- a subset of electronic word of mouth (eWOM) -- has incredible reach, with the potential to influence over 2 billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. The book brings together industry best practices and academic research to help construct social media content that speaks with a company's individual brand voice, stimulates engagement, inspires consumers to share (#share), and complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that provides actionable information for mobilizing a company's positive sWOM.
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Implementing Word of Mouth Marketing

Praise for Implementing Word of Mouth Marketing "Packed with solid and practical advice, this book presents a systematic approach to stimulating online word-of-mouth. It's insightful, readable, and, most important, useful!

Author: Idil M. Cakim

Publisher: John Wiley & Sons

ISBN: 0470573082

Category: Business & Economics

Page: 208

View: 370

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Learn to capitalize on online word of mouth, leverage its power, and measure results of your initiatives Savvy, strategic, and right on time, Implementing Word of Mouth Marketing is the essential guide for any company or organization needing to understand the dynamics of online word of mouth. This powerful book will coach you to identify your own set of online influencers, craft the stories that will resonate with your consumers, and spread messages through cybercitizens who are social media experts. Guides you to identify and engage your online influencers to manage your reputation, promote your brands, and sell your products Reveals how word of mouth disperses online Explores strategies for your organization to engage its online advocates, tap into networks, and to mobilize the masses Explains how to design online word of mouth campaigns Includes measurement tools to gauge the impact word of mouth campaigns Filled with case studies, research, and check lists, this invaluable guide will definitively show you how to leverage the power of online advocates to pass along stories, deliver recommendations, and draw people to purchasing points.
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Beyond Buzz

Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation.

Author: Lois KELLY

Publisher: AMACOM

ISBN: 0814429904

Category: Business & Economics

Page: 240

View: 436

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Gold prize winner for best marketing book (tie), 2008 Axiom/Inc Magazine awards Finalist, 2008 Berry-American Marketing Association Book Prize It’s official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level. Without the right message in place, word of mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people’s interest...and generate much more than buzz.
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Word of mouth Advertising Online and Off

Aside from learning the basics you will be privy to their secrets and proven successful ideas. Instruction is great, but advice from experts is even better, and the experts chronicled in this book are earning millions.

Author: Lynn Thorne

Publisher: Atlantic Publishing Company

ISBN: 9781601380111

Category: Business & Economics

Page: 284

View: 298

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Word-of-Mouth Marketing, WOMM as it is commonly known, is the least expensive form of advertising and often the most effective. People believe what their friends, neighbors, and online contacts say about you, your products, and services. And they remember it for a long, long time. Word-of-mouth promotion is highly valued. There is no more powerful form of marketing than an endorsement from one of your current customers. A satisfied customer's recommendation has much greater value than traditional advertising because it is coming from someone who is familiar with the quality of your work. The best part is that initiating this form of advertising costs little or no money. For WOMM to increase your business, you need an active plan in place and do what is necessary to create buzz. If your business is on the Web, there are myriads of possibilities for starting a highly successful viral marketing campaign using the Internet, software, blogs, online activists, press releases, discussion forums and boards, affiliate marketing, and product sampling. Technology has dramatically changed traditional marketing programs. This all sounds great, but what is the catch? There really is none, except you must know what you are doing! This groundbreaking and exhaustively researched new book will provide everything you need to know to get you started creating the buzz free publicity about your product or service whether online or off. In this easy to read and comprehensive new book you will learn what WOMM is, how to get people talking about your product or service, how to get your customers to be your sales force, how to get WOMM to spread quickly, how to automate WOMM, how to create a blog, create awareness, and how to amplify it. The entire process is covered here: marketing, dealing with negative customer experience, writing online press releases, creating a customer reference program, bringing together a fan club/loyalist community, naming VIPs, using flogs (photos), and spurring evangelism among influential people. Included are tactics that pertain especially to non-profits, including reputation management. In addition, we have gone the extra mile and spent an unprecedented amount of time researching, interviewing, e-mailing, and communicating with hundreds of today's most successful WOMM marketers. Aside from learning the basics you will be privy to their secrets and proven successful ideas. Instruction is great, but advice from experts is even better, and the experts chronicled in this book are earning millions. If you are interested in learning essentially everything there is to know about WOMM in addition to hundreds of hints, tricks, and secrets on how to put WOMM marketing techniques in place and start earning enormous profits, then this book is for you. Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company presidentâe(tm)s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice. Every book has resources, contact information, and web sites of the products or companies discussed.
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Word of Mouth Critical Analysis of Impact and Accessability

Essay from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 70, Kingston University London, course: Buyer Behaviour, language: English, abstract: This report will discuss whether Word-of-Mouth ...

Author: Julia Zöllner

Publisher: GRIN Verlag

ISBN: 9783656975809

Category: Business & Economics

Page: 5

View: 935

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Essay from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 70, Kingston University London, course: Buyer Behaviour, language: English, abstract: This report will discuss whether Word-of-Mouth (WOM) communication is the most powerful force for change but the least accessible. Therefore, latest research findings will be examined in regard of common patterns of WOM. Additionally, prospective aspects for further research will be defined. Firstly, the research of Word-of-Mouth reaches 50 years back discussed by Arndt, Dichter and Day. According to Arndt Word-of-Mouth is defined as “oral, person-to-person communication between a receiver and a communicator whom the receiver perceives as non-commercial, concerning a brand, a product or a service.” The definition includes three important aspects. Firstly, Word-of-Mouth is always interpersonal and can be differentiated from mass communication such as advertisement. It also indicates that Word-of-Mouth is excluded from third-party sources such as consumer reports, rating portals and social media content because it is not transmitted directly from person to person. Secondly, Word-of-Mouth given from a sender to a receiver is free of commercial intention or motivation because the sender is willing to talk about the product or service without being incentivised. However, the last aspect indicates that the content itself is commercial as the sender speaks about his experience with a particular brand or service. It can be said that the non-commercial transmission of information about a brand is an immense strength of Word-of-Mouth.
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Measuring Electronic Word of Mouth Effectiveness

Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process.

Author: Wolfgang Weitzl

Publisher: Springer Gabler

ISBN: 3658158883

Category: Business & Economics

Page: 375

View: 744

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Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the research offers valuable insights into the nature and role of consumer-initiated vs. marketer-initiated online communication in an intercultural context by conducting a series of qualitative and quantitative surveys using samples from three countries.
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Ripple Effect

Based on involvement and empowerment research, this is the first scientific study connecting word of mouth with a participatory marketing approach, thus providing an answer to what may be marketing’s most pressing question: how to ...

Author: Martin Oetting

Publisher: Springer Science & Business Media

ISBN: 9783834983725

Category: Business & Economics

Page: 151

View: 719

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Everyone in marketing is talking about word of mouth (WOM). At a time when traditional advertising is struggling, conversations between consumers – the most trusted source of product information – have taken on an entirely new dimension on the Internet. While considerable research on the effects and spread of WOM has been carried out over the past sixty years, surprisingly few scholars have tried to find out how to stimulate it. Martin Oetting seeks to close that gap. Based on involvement and empowerment research, this is the first scientific study connecting word of mouth with a participatory marketing approach, thus providing an answer to what may be marketing’s most pressing question: how to strategically harness the power of blogs, Facebook, and the Social Web.
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