Category Archives: Hot Stuffs

Latest news, analysis & comments regarding marketing actuality and theories

You’ve Said Word of Mouth ???

Word of mouth has become increasingly important in today’s usage of inbound
marketing and communication strategies. Indeed, while trying to create a real need
for your products in customers’ mind, don’t forget that the best ambassadors of
your brand are the people using it daily, the people that you have already
convinced of the utility and the added value of your products; your early
adopters. Thanks to social media, these same persons have become able to spread
the word and tell the world how amazing your brand/product is, through active
word of mouth on the internet. This is a beneficial observation that can
however quickly have a negative impact if not monitored properly. While the
network effect, “the phenomenon that occurs when one user of a good or service
affects the adoption and subsequent use of the product by other people”
eventually lead to a mass adoption if properly controlled, one should always remember
how important what is said on the web 2.0 is, and therefore should pay
attention to the flow of communication about its brand. It is of course
impossible to actively control what is said on the internet, but a company can
influence this word of mouth by paying attention to online discussions and by
reacting quickly to any potential threat. This demonstrates once again the
importance for a company to include social media in its marketing strategy and
to make efforts (financial and human) in order to increase and enhance this
usage of web 2.0’s applications and to optimize their results. If supervised
properly, this network effect will offer to a company the competitive advantage
needed to succeed. This digital and virtual word of mouth can drastically
fasten and maximize this network effect process as thanks to web 2.0 and its
applications, attention of potential followers can be efficiently grabbed in a
much broader pool than ever. Therefore, stop waiting for customers and start to
influence this global word of mouth to engage more effectively your potential
customers in the future!

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WasH your habits, you dirty old fashioned Marketer!

While marketing simply referred in the past to advertising and branding by distracting and interrupting  the masses to get their attention and send them a one way (company-to-consumer) message, in order to sell a product, new age marketing faces the crucial need to incorporate their potential customers in their marketing process and address their reactions after having listened actively to what they have to say in order to maximize the added value of their product/service and thus their attractiveness. The most useful tool to interact with customers is the social media, which has been brought by the web 2.0, and which knows a drastic increase in terms of usage by a vast pool of potential consumers but also offers to companies a new way to interact constantly with their consumers. However, communicating with these future customers via social media is not an easy task, as it needs to be done properly after having revised standards of communication. Indeed, it can be an enormous mistake to start a dialogue with the consuming world without “fully understanding the five W’s and an H (and an E) of social media” depicted in Brian Solis’ book “Engage”. But what are exactly these W’s, H’s (and E’s) ?

  • Who: “Define the brand personality and what it symbolizes”
  • What: “Listen to online conversation and learn from what’s said”
  • When: “Pinpoint when your opportunities arise”
  • Where: “Track down where you presence is required
  • Why: “Find the reasons that warrant your participation”
  • How: “Become a part of the community”
  • To what Extent: “Identify the individuals who can help you tell your story”

A company cannot survive if it refuses to follow this new active listening trend brought by inbound marketing and its social media but also it if doesn’t take the time to address these 7 points in order to maximize the way they will communicate with their global pool of potential customers.

This is exactly why the question of knowing what you, as a company, can deliver through these new applications brought by the web 2.0  remains actual and should be answered by any companies desiring to succeed. This my personal view point of course, but I deeply encourage marketers to understand the importance of getting along with their consumers’ habits to optimize the impact of their messages.

You wouldn’t speak with a mouth full with your customers… Start WasHing your habits before communicating with them

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