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Introduction to Word of Mouth Marketing vs Advertising

Word-of-mouth marketing (WOMM) is the voluntary spread of a constructive marketing message from one person to another. This takes place directly using physical human interaction. Alternatively also gets transmitted via a transmission mechanism like the internet and/or social media. WOMM is the frank sharing of views from one customer to another and the pivotal stage in the customer decision journey which provokes people to purchase a product. However, such an answer is inadequate in today’s hyper-digitized, uneven media environment.

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Main Reasons

Essentially, there are 2 main reasons.

1. Trust 2. Superior Targeting

Conversely, word-of-mouth marketing is much more directed. If people know you don’t have kids’ apparel on your website, they won’t discuss it with you. People only talk to you about things that they know would interest you. ‘Word of mouth’ is just like a torchlight that browses over a social network, finding in its course the most actively engaged recipients for a said piece of information.

As a starter, word of mouth is a very slow form of marketing. In this age of rapid digitization and online communication, word of mouth seems irrational and worthless. Word of mouth takes a lot of time to spread and take the desired effect. In this process, person x tells about a product to person y, who tells it to z, and the chain continues. But it takes a long time for the information to spread amongst a large sample of probable customers.

Word of Mouth Marketing (WOMM) vs Advertising

Advertising, on the other hand, is a much more simultaneous process. It takes the form of a broadcast transmitted to one simultaneously. Although it is less persuasive than word of mouth if the goal is to generate awareness about a brand rapidly, this is a much more effective way.

Next, for word of mouth to happen, there must be at least one mouth (and an ear!). We are trying to suggest that it requires significant verbal interaction among people. It would surely not be sufficient to post once in a while on Facebook or Twitter. It needs continuous efforts from either party. Thus, it would also be essential to study social media trends and understand why and when people talk. You must involve yourself as a brand in the conversation and be as active as possible on social media platforms.

85% of Facebook users recommend a product to their friends after they like it.

43% of consumers are very likely to purchase a new product once they learn about it through social media platforms.

77% of consumers are highly likely to buy a new product after learning about it from family or friends.

In the U.S., 81% of all online users make purchase decisions based on their friends’ Facebook posts. And 78% of them are influenced by the posts of their favorite brands on social media.

In total, 49% of all U.S. consumers prefer word of mouth as their topmost source of brand awareness, which was 43% in 2009.

Function

Advertisements and word-of-mouth marketing both serve the function of promoting the business, products, and services offered. Advertisements are specialized commercials that require strategic planning and production before being aired on television or radio channels. On the other hand, word-of-mouth marketing is informal and involves existing customers conversing about your brand, product, and service with others.

Cost Time Frame Benefits Conclusion

In our opinion, word of mouth is unquestionably the best medium to engage and retain loyal customers and promote increased sales and revenue. If not already, realize this fact and start working towards integrating it into your word-of-mouth business. We sincerely hope that you would have found this article interesting and informative and all of your inquisitiveness concerning WOM vs Advertising would have been satisfied and answered.