The Power of Word of Mouth

Prior to the digital era, word of mouth was the traditional marketing for businesses, specifically small businesses. It has always been one of the most persuasive forms of marketing communications. In Kotler and Keller's framework, this tactic produces credibility and trust which ultimately converts into a loyal customer that brings continued revenue to your business.

In the digital era, we still practice word of mouth marketing but indirectly through the use of different methods such as leaving Google Reviews, a social media comment, or post. These effective methods can reach thousands of potential customers within seconds of going "viral" on platforms such as TikTok. Another example of the impact of this technique is how heavily the word of mouth on platforms such as Google Reviews or Yelp can impact the food and hospitality businesses.

Large organizations implement this by creating loyalty programs or in most cases, memberships. The organizations create a sense of urgency to spread the word by incentivising their loyal customers to submit some type of referral, comment, or review to receive some source of reward such as a discount or gift. The goal is to amplify brand message and presence in order to reach more people.

Marketers focus on finding the delicate balance between amplifying genuine advocacy and avoiding consumer skepticism. The goal should be to always identify your target audience in order to steer your marketing communication channels in a persuasive manner to relate to the audience and achieve a positive reaction from those to convert into a loyal customer that brings revenue to your business.