There are so many ways to communicate in 2016 that it can often be overwhelming. When it comes to marketing, all the offline channels of communication like real printed banner ads, signs, TV ads and more are all still alive and kicking. And of course, so are brand partnerships and brand ambassadors and events and conferences and so much more.
And in the world of digital, the communication channels are also endless – there are content publishing sites, digital ads, social media, campaigns, sponsored posts, promoted content, and the list goes on. Yet in today’s world of marketing, there is one channel of communication that has become increasingly important, and that is relevant to both the online and offline worlds, and that is word of mouth.
Word of mouth marketing or WOM Marketing, or WOMM, is all about creating viral content, buzz, and basically getting users talking. Unlike the more traditional forms of online and offline marketing, WOMM cannot be directly produced or controlled by marketers. Instead it can be influenced and encouraged. It’s really more of an art form than a specific communication channel.
Ultimately, WOMM can make or break businesses. Great customer conversation can spread the word about a product or service as fast as wildfire and certainly in a faster and better way than a digital ad or real world billboard. On the flipside, if a bad dialogue or conversation starts to circulate, businesses can really suffer, and even close down.
So how can businesses harness the powerful force of WOMM? Today, there are many media and marketing agencies that specialize in WOMM and offer advice and tactics on how to “influence” or “manage” the way your customers talk and interact about your business. This can include teaser campaigns, WOMM agents, friend recommendation schemes and so much more.
While offline WOMM consists largely of actual conversations, often between friends and colleagues, online, WOMM comes in different formats. It is frequently made up of the comment and reviews sections on websites and social media. And unfortunately, unlike the real world conversations where people have face-to-face interactions about their thoughts and opinions, the online interactions are seriously limiting. For starters they are almost exclusively text based – an ambiguous medium at the best of times, which makes tone of voice impossible to understand. And even if you add a gif or video to what you are saying, there is still a lot that can get lost in translation.
Luckily there is a solution, and it is the new wave of voice comments and reviews. Providing WOMM the ability to exist through voice and not just text can significantly improve user-generated content, user interactions and users perceptions of brands. Ultimately, hearing someone else’s voice is just a far more personal and meaningful way to interact and this is another way to positively influence your WOMM campaigns.
Heyoya is a unique comment and reviews platform that brings voice to e-publishers and e-stores, improving sales and user engagement by allowing readers to express themselves beyond the medium of text. Heyoya is a game changer for websites and is proven to increase brand affinity and the quality of user-generated content.
For more information about Heyoya, or to start using Heyoya for free today, click here.