WOM Marketing – The (sponsored) word on the street… 3/05/2008

Word of mouth (WOM) is a reference to the passing of information by verbal means, especially recommendations, but also general information, in an informal, person-to-person manner. Word of mouth is typically considered a face-to-face spoken communication, although phone conversations, text messages sent via SMS and web dialogue, such as online profile pages, blog posts, message board threads, instant messages and emails are often now included in the definition of ‘word of mouth’. There is some overlap in meaning between word of mouth and the following: rumour, gossip, innuendo, and hearsay, with some sceptics referring to this method of marketing as ‘roach baiting’ however word of mouth is more commonly used to describe positive information being spread rather than negative, although this is not always the case.

Word-of-mouth marketing (WOMM), which encompasses a variety of subcategories, including buzz, blog, viral, grassroots, cause, influencer and social media marketing, as well as ambassador programs, work with consumer-generated media and more, can be highly valued by product marketers. Because of the personal nature of the communications between individuals, it is believed that product information communicated in this way has an added layer of credibility. Research points to individuals being more inclined to believe WOMM than more formal forms of promotion methods; the receiver of word-of-mouth referrals tends to believe that the communicator is speaking honestly and is unlikely to have an ulterior motive (i.e. they are not receiving an incentive for their referrals.

Some believe word of mouth marketing is the most effective form of marketing in existence as it combines the newest strategies, tactics, and channels with the most basic human behaviour: People like to talk! WOM marketing has become increasingly important for brands to add much needed integrity to a marketplace that offers little to no differentiation on varying products across the board, but isn’t it just a bit sneaky? This method of stealth marketing has scope, but it also comes with the risk of seriously damaging a company’s reputation.

So how does it work? Well, the WOM Marketing trend moving from the States to Britain relies on everyday people – known as agents, ambassadors or transmitters being sent the latest products by companies to try out and tell their friends and family about, anything from phones to sausages.

The question is, is a natural to begin manipulating practices such as conversation and discussions for the good of corporates? Many would view WOM marketing as a sell-out, time with family and friends is valuable and the thought of huge corporates muscling in on the agenda is untenable.

In 2002, Sony Ericsson hired 60 actors in 10 major cities, and had them accost strangers and ask them: “Would you mind taking my picture?” The actor then handed the stranger a brand new picture phone while talking about how cool the new device was – encouraging the recommendation and reputation of the phone.

Surely we’re all already a key part of the WOMM rat race? Wearing your favourite football teams shirt, carrying a branded bag or discussing the film you saw last night with your work colleagues?

So the debate is on; when does spontaneous word of mouth end, and manipulated opinion begin? Can we really trust ‘agents’ to disclose they’re working for a marketing firm? In an industry so self-regulatory, isn’t it slightly unethical to be paid to give a positive opinion? Shouldn’t a product get good WOM marketing simply from supplying a service or product that works, and is good?

Perhaps I should market myself, hire myself out to people so they can tell all their friends to get one of me…let the mass cloning begin…

(All jokes aside, BMW, if you happen to read this – if you’d just send me a free Mini Cooper, I guarantee to recommend it to all my friends…)

http://www.womma.org
http://news.bbc.co.uk/1/hi/magazine/6478889.stm

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