Welcome to the Word of Mouth Marketing (WOMM). Isn’t this the first social media platform? Hasn’t WOMM always been a powerful way to get business results? Let’s reflect on the importance of WOMM with examples of how marketers are going to take advantage of its power using social media videos.
Why should Marketers care about WOMM?
Why would you sit back and expect conversations will happen organically about your brand under the sun? If you want to succeed in the marketing race, you need to unlock the power of word of mouth.
Let’s look at some of the facts first. As per Nielsen, 92% of consumers give into recommendations made by friends and family above all forms of advertising. In a topical study, 64% of marketing executives said that they rely on word of mouth as the most effective form of marketing, though; only 6% says they have mastered it.
If consumers value word of mouth and marketers believe it is valid, then why aren’t marketers more focused on it? Marketers always focused on ‘collecting’ rather than ‘connecting’ in the past few years. Instead of connecting, brands got caught up in collecting. To get this straight, having 10,000 ‘fans’ who signed up just to win a free iPad from you is negligible against having 100 passionate fans that love your brand or product.
3Es: Marketers weapons- Using social media videos
Well, now, marketers need to focus on the three E’s: Engage, Equip, Empower. If you can master these, yours can become the most beloved and talked-about product in your category. It, of course, will ultimately lead to increased sales. Good WOMM campaigns generate thousands of conversations, recommendations, and triple sales in just a year. It is true for boring products as well.
If WOMM is here since ages, why should it be a talk-of-the-point now? It worked during the cave ages, and it will work even now. Undoubtedly, technology has accelerated social connectivity, making it easy for consumers to do your marketing for you. Hundreds will now see a post written by a fan, thus rapidly reaching out to thousands more. Millions like and share well-thought messages within a few days. This is the same with social media videos too.
On Nov 14, Volvo released the Epic Split video featuring Jean-Claude Van Damme. It reaped more than 6.5 million times and was shared above than 32 thousand times. It instantly became the most shared film on YouTube back then. The clip also has received extensive media coverage from all over the world. These results talk about the absolute power of technology.
Passion creates great videos. We firmly believe a video to be an excellent investment we make in a brand.