People like to talk—a lot. And when they have a positive brand experience, they like to spread the word. An article on AdAge.com about BzzAgent highlights this phenomenon and it’s relevance to marketers. BzzAgent is launching an aggressive campaign to prove that the company will out-perform all other word-of-mouth companies according to four metrics: brand awareness, consumer opinion, purchase intent and actual sales.
WOM has emerged as a powerful nontraditional tactic and is a great way to reach consumers on their terms while encouraging discussion about brands. In a recent study conducted by Frank About Women about women’s retail rituals, women cited a recommendation from a friend or family member and online consumer review as the primary influencers behind their most recent product purchase. Women’s top two influencers are both WOM, proving that the power of WOM cannot be underestimated.
I’ll be interested to see the results of BzzAgent’s challenge and hope the results further strengthen PR professionals’ ability to measure WOM campaigns. What are some examples of your favorite and, in your opinion, most successful, WOM campaigns?
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