Digital word of mouth marketing strategies for business promotion

 Marketing is the nerve of any business. In present scenario, the Internet has a pivotal role in daily affairs of global people. With the advent of digital marketplace, word-of-mouth has been transformed to the digitalized world and it is termed as digital word-of-mouth. The Internet has allowed users to interact with each other and share information, liking and visual features. People around the globe represent themselves online through social media such as Facebook, Twitter, and LinkedIn.  Digital word-of-mouth marketing has arose as efficacious strategy for brand advertising. WOM is fundamentally an “oral person to person conversation between a receiver and a communicator whom the receiver perceives as non-commercial, regarding a brand, a product or a service.

 

 Digital WOM happens through multiple channels such as e-mails, discussion forums, instant messaging, mobile short messaging services, news groups, and social networking sites. Many marketers have said that it is also related with viral marketing.

Through word-of-mouth marketing, clients have been sharing stories and reviews, comments and queries, about their preferred products with other people since many years. It can be sensed that digital WOM is a phenomenon where customers seek, give or forward information about products online. It has been well recognized that digital WOM have a noteworthy impact on customers because these marketing polices brand awareness among consumers, helps organizations to create buzz and has great impact on consumers’ brand loyalty.

When comparing Digital word-of-mouth marketing with other traditional forms of marketing and advertising, word-of-mouth marketing has triumphed as most operational way to sponsor a brand. Presently, with the boom of online activities and the world is become more digitized, word-of-mouth marketing has progressed in conjunction with smartphones, tablets, blogs, and social media.

 Many technical scholars have visualized that digital word-of-mouth marketing is more workable as it provides a platform for constant chats about a brand, product, or service. It permits a customer to receive instant comment about their favourite brand.

 Digital WOM marketing campaigns are practically triumphant because they share some principal traits. WOM marketing campaigns engage the audience, train the audience to talk and empower customers with distinctive ways of conversation and share information about particular brand. For example, Apple company offers advanced technology aided with the iPhone 6 through WOM marketing campaign. They run a campaign with numerous tactics to develop the right message and target the suitable client base.

 Merits of Word of Mouth Marketing are that these strategies are often Cost-Effective, scalable and natural. Despite of several benefits, Word of Mouth Marketing is difficult to control, may create reputational challenge and can fail in their mission.

 To bind up important facts, digital word-of-mouth marketing is a route for customers’ product appraisal. Digital WOM entails internet based peer-to-peer communication of a message or relevant information. It is clinched that digital WOM was recognized as a vital element in consumer decision-making and aids in augmenting brand awareness and customer loyalty.