Word of mouth in the digital age

Word of mouth is, without doubt, the oldest sales, marketing and communication technique in existence. Word of mouth, which is synonymous with the recommendation, has proven its effectiveness in every business. According to a study conducted by International Data Corporation, word of mouth is the main decision-making factor for a B2B company. Word of mouth is a tool that each of us uses in our daily lives. Whether for a vacation, a restaurant, or a Czechia Business Email List business application, seek the advice of a trusted third party determines the purchase. Word of mouth also promotes rumor. Whether good or bad, this rumor via word of mouth is decisive for a company’s reputation.

We can even say that word of mouth is stronger than the impact of social media and e-reputation. With social networks, the notion of e-reputation is increasingly strong. This meets the requirements of the new modes of consumption that digital technology and generations Y and Z have developed. Today with social media, word of mouth still has a decisive value in decision making. How do you define word of mouth? Word of mouth can be defined as a form of recommendation that one person makes to another. Whether spontaneous or not, word of mouth is an influencing factor for brands. This action is most often carried out in a private or professional setting between two trusted people.

Word of mouth is above all an advertisement made by your customers

It can be positive or negative and thus affect the reputation of your business. If it is positive, you will have no problem generating leads because you will be recommended by a satisfied customer. Otherwise, word of mouth can play on your reputation, creating virality around you. The most important thing to remember is that word of mouth plays a role in a company’s strategic decisions. According to the study by International Data Corporation cited in the introduction, the B2B purchasing decision-makers surveyed mentioned in the purchasing context: The importance of trusting staff, their colleagues and their professional networks, which makes up 38% of the panel questioned.

For 22% of them, the word of an expert in the profession is worth gold And only 6% say that content influences them in their purchasing process. Obviously, depending on the type of service, you will need more advice and especially to trust your own. What are the strategies for word of mouth? Word of mouth doesn’t just happen. It is the result of a long multi-channel strategy which consists of several stages: The first is that of the customer experience that you have offered so far. If it has been good, then you will be able to retain them and make them ambassadors of your brand. Brand ambassadors are the best opinion leaders a business can have. They will advertise you for free and be able to influence word of mouth from other leads.

When it comes to dissatisfied customers

You will have to work them out to the body to find out what went wrong. Paying special attention to these is important. This allows you to introspect your own mistakes, correct them and suggest another solution. By offering an alternative, you will be able to win them back and they will say that you are able to bounce back Word of mouth also goes through the various marketing actions that you carry out or that you come across. Take the example of street marketing. This action arouses the interest of all because it makes people talk. If you don’t see it, someone will tell you about it and word of mouth will have taken effect. There are trade shows and public meetings which are often relayed by social networks and which promote word of mouth.

The last one which is surely the most important is that of your network. Your network will always promote word of mouth and bring you leads. Social networks, ratings of new forms of word of mouth? Can we say that social networks and rating systems are the digitization of word of mouth? This is the question we will briefly answer. Social networks and ratings are the new reputation system that digital has to bring in its suitcase. Indeed, e-reputation is one of the challenges of all companies. Today more than two thirds of Internet users leave a positive or negative opinion on the web.

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