http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/?utm_source=rss&utm_medium=rss&utm_campaign=advertising-forget-it-word-of-mouth-reigns Opinions. Commentary. News. Sun, 12 Feb 2012 02:23:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31123 Ted Mininni Wed, 05 Nov 2008 14:25:48 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31123 Thanks, Jill, for the kind words. As you pointed out, new media offers additional tools marketers can use to reach consumers. When balanced with a multi-platform communications approach, it has the power to reach today's consumers where they are. In that regard, the use of conventional advertising and media alone, is not sufficient. When consumers are moved by brands, their word of mouth interactions have the power to move friends to those brands as well. Thanks, Jill. Thanks, Jill, for the kind words. As you pointed out, new media offers additional tools marketers can use to reach consumers. When balanced with a multi-platform communications approach, it has the power to reach today’s consumers where they are. In that regard, the use of conventional advertising and media alone, is not sufficient. When consumers are moved by brands, their word of mouth interactions have the power to move friends to those brands as well.
Thanks, Jill.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31122 jillcatrina Wed, 05 Nov 2008 09:21:25 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31122 You did good job. you find out advertising platforms in use today, including new media technologies. i accept, power tool is very important for customer. ----------------- jillcatrina Email marketing You did good job. you find out advertising platforms in use today, including new media technologies. i accept, power tool is very important for customer.
—————–
jillcatrina
Email marketing

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31121 Ted Mininni Mon, 29 Oct 2007 14:07:58 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31121 Yes, Neil, I agree that marketers have always used advertising to reach target audiences. The difference today is that those target audiences are more sophisticated than ever; they're also moving targets. . .harder to reach and engage now than ever. That's why experimentation with Internet advertising, social media, blogs, among other tactics, is vital to reach consumers. It's no easy task to find the right mix and it's different for every company. Thanks for helping to clarify this point, Neil. Yes, Neil, I agree that marketers have always used advertising to reach target audiences. The difference today is that those target audiences are more sophisticated than ever; they’re also moving targets. . .harder to reach and engage now than ever. That’s why experimentation with Internet advertising, social media, blogs, among other tactics, is vital to reach consumers. It’s no easy task to find the right mix and it’s different for every company. Thanks for helping to clarify this point, Neil.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31120 Neil Anuskiewicz Mon, 29 Oct 2007 13:51:44 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31120 Isn't there targeted advertising? Not all advertising is for a mass, undifferentiated audience. Maybe a distinction needs to be made. Isn’t there targeted advertising?
Not all advertising is for a mass, undifferentiated audience.
Maybe a distinction needs to be made.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31119 Ted Mininni Mon, 29 Oct 2007 13:04:53 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31119 Hi Alexander, You're right in your observation. Many large companies hedge their bets and continue to advertise in traditional venues. Having said that, they are also cutting into those spends to include online and newer ways to reach consumers. The marketplace is so segmented and fragmented today, that it's ever more challenging for marketers to reach--and engage--their target audiences. Thanks for adding your observations to this conversation, Alex. Hi Alexander,
You’re right in your observation. Many large companies hedge their bets and continue to advertise in traditional venues. Having said that, they are also cutting into those spends to include online and newer ways to reach consumers. The marketplace is so segmented and fragmented today, that it’s ever more challenging for marketers to reach–and engage–their target audiences. Thanks for adding your observations to this conversation, Alex.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31118 Neil Anuskiewicz Sat, 27 Oct 2007 15:36:50 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31118 Damn, and our company just spent some money on elephants in the room. I hope they do something for us. Damn, and our company just spent some money on elephants in the room. I hope they do something for us.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31117 Alexander S. Prisant Sat, 27 Oct 2007 11:13:11 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31117 Ted, The bottom line: the relentless decline in paid advertising effectiveness continues. This is the elephant in the room that few in the industry want to talk about. Thank you for confronting the truth. Despite all the caveats in the replies above, we at Prism Ltd believe conventional ads are unlikely to be the primary purchase engine of the future. A S Prisant,COO,Prism Ltd. Ted,
The bottom line: the relentless decline in paid advertising effectiveness continues. This is the elephant in the room that few in the industry want to talk about. Thank you for confronting the truth. Despite all the caveats in the replies above, we at Prism Ltd believe conventional ads are unlikely to be the primary purchase engine of the future. A S Prisant,COO,Prism Ltd.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31116 Ted Mininni Mon, 22 Oct 2007 12:55:56 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31116 Marcel, Agreed. As several have pointed out in this conversation, it's important to generate brand awareness through advertising. Word of mouth really kicks in when a number of people have experienced the brand for themselves; and those experiences can be positive (we hope) or negative. As Neil points out in his example of purchasing a bike, word of mouth helps "sell" consumers. WOM builds their confidence in a brand, and their expectations that they too, will have a positive experience if they purchase the brand, as well. Thanks for your observations, Marcel and Neil. Marcel,
Agreed. As several have pointed out in this conversation, it’s important to generate brand awareness through advertising. Word of mouth really kicks in when a number of people have experienced the brand for themselves; and those experiences can be positive (we hope) or negative.
As Neil points out in his example of purchasing a bike, word of mouth helps “sell” consumers. WOM builds their confidence in a brand, and their expectations that they too, will have a positive experience if they purchase the brand, as well.
Thanks for your observations, Marcel and Neil.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31115 Neil Anuskiewicz Mon, 22 Oct 2007 04:38:23 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31115 And come to think of it the brand of bike itself was also a combination of marketing and WOM. Someone recommended the bike brand but I already new the brand through their marketing -- mostly PR in this case. They had a reputation for well made, fast bikes. I was ready to buy when I walked in the store. The sales person had it easy in this because of the marketing of the store and the marketing of the bike brand worked in synergy with WOM. I walked in and said I want this bike and I was 100% sure it is what I wanted by that time. And come to think of it the brand of bike itself was also a combination of marketing and WOM.
Someone recommended the bike brand but I already new the brand through their marketing — mostly PR in this case. They had a reputation for well made, fast bikes.
I was ready to buy when I walked in the store. The sales person had it easy in this because of the marketing of the store and the marketing of the bike brand worked in synergy with WOM.
I walked in and said I want this bike and I was 100% sure it is what I wanted by that time.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31114 Neil Anuskiewicz Mon, 22 Oct 2007 04:20:13 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31114 Yes, Marcel, that seems like a reasonable opinion. I think myself a recommendation has more resonance for me if I have heard of the brand. If someone recommends something I have never heard of I am less likely to act on WOM. For example, I recently was in the market for road bicycle. There are several small chains in my town that sell bikes. Someone recommended one of them. I took the recommendation and bought a bike in part because of the recommendation but in part because I new the brand through its PR and advertising efforts. It was not like I said "who?" when she recommended a certain store. I said, those guys are the best? Well, I am not surprised to hear that. Yes, Marcel, that seems like a reasonable opinion.
I think myself a recommendation has more resonance for me if I have heard of the brand. If someone recommends something I have never heard of I am less likely to act on WOM.
For example, I recently was in the market for road bicycle. There are several small chains in my town that sell bikes. Someone recommended one of them. I took the recommendation and bought a bike in part because of the recommendation but in part because I new the brand through its PR and advertising efforts.
It was not like I said “who?” when she recommended a certain store. I said, those guys are the best? Well, I am not surprised to hear that.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31113 Marcel Zoekgedraganalyse Sat, 20 Oct 2007 18:14:29 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31113 I think you need to advertise first to get the customers for word of mouth recommendations... I think you need to advertise first to get the customers for word of mouth recommendations…

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31112 Ted Mininni Thu, 18 Oct 2007 15:45:16 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31112 Pramod, Great observation. WOM can indeed spread like wildfire when companies conduct real-life research, by putting their new products into consumers' hands and hearing their reactions first-hand. These test subjects will then spread the word to everyone they know: let's just hope they can say positive things, rather than negative. Thanks for adding more to this conversatin, Pramod. I appreciate it. Pramod,
Great observation. WOM can indeed spread like wildfire when companies conduct real-life research, by putting their new products into consumers’ hands and hearing their reactions first-hand. These test subjects will then spread the word to everyone they know: let’s just hope they can say positive things, rather than negative.
Thanks for adding more to this conversatin, Pramod. I appreciate it.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31111 Pramod Thu, 18 Oct 2007 15:40:57 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31111 I think its obvious now a days to include word-of-mouth as an objective of advertising. Its just that Internet based ad activities are more equipped to become viral and hence the direct connection to word of mouth. But the research cannot explicitly state as to how much of the WOM was actually because of the advertising itself. One might recall that when Sony launched its walkman, it made some people jog in the morning wearing the plugs in the ear. WOM was induced into the promotion. Traditional advertising has less opportunities of inducing a similar WOM. I think the research should if at all anything, make marketers aware of how WOM can be induced rather than being a passive observers of the outcome of a negative WOM. I think its obvious now a days to include word-of-mouth as an objective of advertising. Its just that Internet based ad activities are more equipped to become viral and hence the direct connection to word of mouth. But the research cannot explicitly state as to how much of the WOM was actually because of the advertising itself.
One might recall that when Sony launched its walkman, it made some people jog in the morning wearing the plugs in the ear. WOM was induced into the promotion. Traditional advertising has less opportunities of inducing a similar WOM.
I think the research should if at all anything, make marketers aware of how WOM can be induced rather than being a passive observers of the outcome of a negative WOM.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31110 Ted Mininni Thu, 18 Oct 2007 15:04:02 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31110 Neil, What Dan is saying is that tapping into consumer exchanges and assessing what they are saying can and should lead to actionable results. I've read that Dell's blog enabled the company to make some changes to some of their computers based on customer conversations, giving them more of the features they wanted or were looking for, for example. What I believe Dan means is that collecting WOM information alone isn't sufficient; the whole point is to use that info and act on it. Neil,
What Dan is saying is that tapping into consumer exchanges and assessing what they are saying can and should lead to actionable results. I’ve read that Dell’s blog enabled the company to make some changes to some of their computers based on customer conversations, giving them more of the features they wanted or were looking for, for example. What I believe Dan means is that collecting WOM information alone isn’t sufficient; the whole point is to use that info and act on it.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31109 Neil Anuskiewicz Thu, 18 Oct 2007 00:10:36 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31109 So you are saying you should monitor what is being said out there about you? Good. But what beyond that? I guess I am not quite getting what this is about beyond monitoring the Web. I am fascinated by this but not quite grasping it. So you are saying you should monitor what is being said out there about you? Good.
But what beyond that? I guess I am not quite getting what this is about beyond monitoring the Web. I am fascinated by this but not quite grasping it.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31108 Ted Mininni Wed, 17 Oct 2007 13:26:24 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31108 Saurabh, It sounds as though you've developed an interesting methodology. Please do feel free to share it with Daily Fix readers. Marketers are always interested in hearing about other marketers' methods that have met with success. You state that marketers should use all of the technology available to them today. Many are grappling with this as they try to pick the appropriate mix of tactics (thanks, Lewis) with the appropriate budget allocations. This is not an easy task. Thanks for adding to this conversation, Saurabh. Saurabh,
It sounds as though you’ve developed an interesting methodology. Please do feel free to share it with Daily Fix readers. Marketers are always interested in hearing about other marketers’ methods that have met with success.
You state that marketers should use all of the technology available to them today. Many are grappling with this as they try to pick the appropriate mix of tactics (thanks, Lewis) with the appropriate budget allocations. This is not an easy task.
Thanks for adding to this conversation, Saurabh.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31107 Ted Mininni Wed, 17 Oct 2007 13:17:49 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31107 No, David, yellow page ads were not factored into this study, from what I could gather. Great insights, Cam, and more fully explained than what I've said in my previous comments. I quite agree with you. Advertising may build brand awareness, but customer experience is a deciding factor in attaching positives or negatives to those brands. Thanks for weighting in, Cam. I appreciate your well-articulated views. No, David, yellow page ads were not factored into this study, from what I could gather.
Great insights, Cam, and more fully explained than what I’ve said in my previous comments. I quite agree with you. Advertising may build brand awareness, but customer experience is a deciding factor in attaching positives or negatives to those brands. Thanks for weighting in, Cam. I appreciate your well-articulated views.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31106 Ted Mininni Wed, 17 Oct 2007 13:12:47 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31106 Dan, Thanks for taking the time to fully explain what you meant in your first comment. What you say makes sense to me. I'm sure Neil will also appreciate your explanation. I agree that consumer forums can be mined for great information, and as you state, especially when customers are talking with one another, and not necessarily just interfacing with companies. Still, from time to time, bogus comments might be made. No matter where we glean our research, we as marketers have to sort the wheat from the chaff, don't we? Dan,
Thanks for taking the time to fully explain what you meant in your first comment. What you say makes sense to me. I’m sure Neil will also appreciate your explanation.
I agree that consumer forums can be mined for great information, and as you state, especially when customers are talking with one another, and not necessarily just interfacing with companies. Still, from time to time, bogus comments might be made. No matter where we glean our research, we as marketers have to sort the wheat from the chaff, don’t we?

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31105 Saurabh Goyal Wed, 17 Oct 2007 09:55:45 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31105 I think there is an urgent need of applying all technology that exists today from smart cards to internet and issue WOM identification number to few customers first and let them propogate word of mouth media so that every consumer start getting the value out of their power of wor of mouth marketing. I have developed a fool proof system by which this can be done I invite individuals and companies to share their thoughts after understanding my idea thoroughly I think there is an urgent need of applying all technology that exists today from smart cards to internet and issue WOM identification number to few customers first and let them propogate word of mouth media so that every consumer start getting the value out of their power of wor of mouth marketing. I have developed a fool proof system by which this can be done I invite individuals and companies to share their thoughts after understanding my idea thoroughly

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31104 Cam Beck Wed, 17 Oct 2007 05:05:10 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31104 Ted - you hit it just right. The goal is to deliver consistently good experiences. While John has a great point, we have to step back and look at what it is about a product or service that makes one person put his reputation on the line to recommend it to another. It isn't (usually) because the company had a great ad, but an ad may have been part of an awareness building campaign, without which the product may have never been used. Ads aren't the only way to build awareness, obviously, and although we understand the biases we might miss because of a tendency of users to identify themselves incorrectly, the one thing we can agree on is that if the product or service is bad, word of mouth will be decidedly negative. No advertising campaign across infinite media will make it right. Turning the experience around, even when it has gone bad, at least has a chance to recapture the consumer's love. Ted – you hit it just right. The goal is to deliver consistently good experiences.
While John has a great point, we have to step back and look at what it is about a product or service that makes one person put his reputation on the line to recommend it to another.
It isn’t (usually) because the company had a great ad, but an ad may have been part of an awareness building campaign, without which the product may have never been used.
Ads aren’t the only way to build awareness, obviously, and although we understand the biases we might miss because of a tendency of users to identify themselves incorrectly, the one thing we can agree on is that if the product or service is bad, word of mouth will be decidedly negative. No advertising campaign across infinite media will make it right. Turning the experience around, even when it has gone bad, at least has a chance to recapture the consumer’s love.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31103 David Wed, 17 Oct 2007 03:32:53 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31103 Where is the Yellow Pages in this data? I would like to know where this media fits in there. Where is the Yellow Pages in this data? I would like to know where this media fits in there.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31102 Dan Neely Wed, 17 Oct 2007 00:26:00 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31102 There is untapped WOM occurring online in places like social networks, blogs and forums. There also exists the tools to create these resources for customers and mine existing locations for topics and products that relate to a companies brand. If customers have an environment that attracts other like-minded consumers, they can start having conversations and building a network of "trusted" fellow customers. With this type of consumer-to-consumer communication, fake comments are far less likely to occur than in communication to the company directly There is untapped WOM occurring online in places like social networks, blogs and forums. There also exists the tools to create these resources for customers and mine existing locations for topics and products that relate to a companies brand. If customers have an environment that attracts other like-minded consumers, they can start having conversations and building a network of “trusted” fellow customers. With this type of consumer-to-consumer communication, fake comments are far less likely to occur than in communication to the company directly

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31101 Neil Anuskiewicz Tue, 16 Oct 2007 20:35:59 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31101 Dan, Your idea is interesting but what do you mean exactly by listening to the WOM interaction and how? Dan,
Your idea is interesting but what do you mean exactly by listening to the WOM interaction and how?

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31100 Ted Mininni Tue, 16 Oct 2007 20:09:16 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31100 Dan, ". . .there is also so much untapped information that can be gained from listening to customers' WOM interactions ... for companies, taking the time to listen to customers' interactions can lead to insights useful for all kinds of line-of-business initiatives." You must be referring to customers' online comments--those kinds of WOM interactions? If you do, sure, that makes sense. That's why so many companies are setting up blogs and other Internet media. That's why it's so important for companies that do, to allow their customers to feel free to express their opinions, good and bad. . .as has been stated so often on this site. Although, as I cautioned before, some people may be posting legitimate comments and some may be posting made-up comments. Still, an overall picture can emerge that ought to be helpful to dedicated marketers. Thanks for adding to the conversation, Dan. I appreciate your comments. Dan,
“. . .there is also so much untapped information that can be gained from listening to customers’ WOM interactions … for companies, taking the time to listen to customers’ interactions can lead to insights useful for all kinds of line-of-business initiatives.”
You must be referring to customers’ online comments–those kinds of WOM interactions? If you do, sure, that makes sense. That’s why so many companies are setting up blogs and other Internet media. That’s why it’s so important for companies that do, to allow their customers to feel free to express their opinions, good and bad. . .as has been stated so often on this site. Although, as I cautioned before, some people may be posting legitimate comments and some may be posting made-up comments. Still, an overall picture can emerge that ought to be helpful to dedicated marketers.
Thanks for adding to the conversation, Dan. I appreciate your comments.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31099 Dan Neely Tue, 16 Oct 2007 20:01:19 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31099 I agree that it's very important to try to engage customers, but I think the more important step is to then listen to them. WOM can drive sales, but there is also so much untapped information that can be gained from listening to customers' WOM interactions ... for companies, taking the time to listen to customers' interactions can lead to insights useful for all kinds of line-of-business initiatives. If we're talking about using various forms of advertising, all working together to reach customers, why not use information directly from customers' interactions to help create compelling ads in more traditional mediums? I agree that it’s very important to try to engage customers, but I think the more important step is to then listen to them. WOM can drive sales, but there is also so much untapped information that can be gained from listening to customers’ WOM interactions … for companies, taking the time to listen to customers’ interactions can lead to insights useful for all kinds of line-of-business initiatives. If we’re talking about using various forms of advertising, all working together to reach customers, why not use information directly from customers’ interactions to help create compelling ads in more traditional mediums?

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31098 Neil Anuskiewicz Tue, 16 Oct 2007 20:00:22 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31098 Lewis, I didn't say we were just venturing forth with tools. I agree that an integrated approach is the right way to do it. Lewis,
I didn’t say we were just venturing forth with tools. I agree that an integrated approach is the right way to do it.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31097 Dan Neely Tue, 16 Oct 2007 19:59:53 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31097 I agree that it's very important to try to engage customers, but I think the more important step is to then listen to them. WOM can drive sales, but there is also so much untapped information that can be gained from listening to customers' WOM interactions ... for companies, taking the time to listen to customers' interactions can lead to insights useful for all kinds of line-of-business initiatives. If we're talking about using various forms of advertising, all working together to reach customers, why not use information directly from customers' interactions to help create compelling ads in more traditional mediums? I agree that it’s very important to try to engage customers, but I think the more important step is to then listen to them. WOM can drive sales, but there is also so much untapped information that can be gained from listening to customers’ WOM interactions … for companies, taking the time to listen to customers’ interactions can lead to insights useful for all kinds of line-of-business initiatives. If we’re talking about using various forms of advertising, all working together to reach customers, why not use information directly from customers’ interactions to help create compelling ads in more traditional mediums?

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31096 Ted Mininni Tue, 16 Oct 2007 19:50:10 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31096 Lewis, Thanks for the many pearls of wisdom in your comments. We're talking about all of these tools and tactics today, all the while assuming strategies are in place. Never assume anything, right? You're so right, Lewis. Thanks for weighing in. Lewis,
Thanks for the many pearls of wisdom in your comments.
We’re talking about all of these tools and tactics today, all the while assuming strategies are in place. Never assume anything, right?
You’re so right, Lewis. Thanks for weighing in.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31095 Lewis Green Tue, 16 Oct 2007 19:44:08 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31095 Ted, First I want to say I find the data useful, informative and worth sharing. Thank you! Next, Neil, I hope that you are using an integrated strategies and not just venturing forth with tools. Everything needs to work together to achieve the end goal(s). Finally, I agree with Toad about WOM. It is only natural that it would create the largest impression as it results from all the other marketing tools listed. The global survey's goal was designed to find out which of the advertising platforms in use today consumers most trust. Since we consumers don't live in caves, we are influenced by all forms of marketing, consciously and subconsciously. At the end of the day, if I am looking for a car and my cousin recommends Toyota, sure I trust him. But that trust is not only a result of our relationship but of all the things I have read, heard and seen regarding Toyota. In any survey such as this, WOM will lead the way. But it really is the integrated marketing platform that wins, not an individual tool. Ted,
First I want to say I find the data useful, informative and worth sharing. Thank you!
Next, Neil, I hope that you are using an integrated strategies and not just venturing forth with tools. Everything needs to work together to achieve the end goal(s).
Finally, I agree with Toad about WOM. It is only natural that it would create the largest impression as it results from all the other marketing tools listed.
The global survey’s goal was designed to find out which of the advertising platforms in use today consumers most trust. Since we consumers don’t live in caves, we are influenced by all forms of marketing, consciously and subconsciously.
At the end of the day, if I am looking for a car and my cousin recommends Toyota, sure I trust him. But that trust is not only a result of our relationship but of all the things I have read, heard and seen regarding Toyota.
In any survey such as this, WOM will lead the way. But it really is the integrated marketing platform that wins, not an individual tool.

]]> http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/comment-page-1/#comment-31094 Neil Anuskiewicz Tue, 16 Oct 2007 19:22:35 +0000 http://www.mpdailyfix.com/advertising-forget-it-word-of-mouth-reigns/#comment-31094 By we have, I mean we as marketers. I don't think our company yet uses these all to full effect by any means! We are working on it, though. By we have, I mean we as marketers. I don’t think our company yet uses these all to full effect by any means! We are working on it, though.

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