We teamed up again with our friend Tina Hedges at twist.new.brand.venture to write an article for GCI magazine, this time on the subject of word-of-mouth marketing. Some excerpts:
"Undoubtedly, word-of-mouth (WOM) marketing gives brands a powerful and
influential way to engage their target audience—many of whom are
already VIP members of vast information sharing, brand
advocate-building communities. For those who began their career on the
beauty retail floor, it is has long been known that consumers are vocal
with their opinions, but now more than ever, consumers are
opinion-publishing moguls—increasingly broadcasting their point of view
across numerous mediums and finding enjoyment in being the
self-appointed “expert,” doling out advice and converting their friends
and family along the way."
"While most beauty marketers would be hard-pressed to disagree that a
WOM campaign is an effective and necessary marketing tool, many
marketers have not yet acted. Even more puzzling, many marketers either
don’t know or do not care what is being said about their brands. In a
recent CMO Council survey, 56% of senior marketers said their companies
have no programs to track or propagate positive WOM. In addition, only
16% said their companies have a routine system in place for monitoring
what people are saying about them or their brands online."
Full article here.
Previous article on Digital Marketing here.
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