The new media marks the shift from the unidirectional nature of communication in the past. Today, consumers, not marketers, generate the vast majority of content about products and services. They also spread the word.
At the onset, something (about a product) attracts attention initially from a core group of consumers who spread the word among their peers. News travels in this fashion until enough tongues are wagging to constitute a “buzz” about the brand.
Their words are more persuasive than advertising. Amplified on social media, consumer opinions, reviews, advice, rants or complaints can become viral and spread — possibly yielding enormous gains or possibly causing immense damage.
These extraordinary opportunities and threats led to the inception of word-of-mouth marketing or buzz marketing.
Also referred to as advocacy, companies try to create word of mouth or catalyse the buzz by enlisting influencers to talk about their products on social networks. These are individuals with large social connections, and with deep propensity to talk about ideas online.
Buzz (word-of-mouth) marketing, is covered in more detail in Chapter Digital Marketing.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.
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Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.