Fourth blog - W8

WORD-OF-MOUTH AND ADVERTISING:

HOW DO THEY LINK?

Word-of-mouth

In terms of influence, word of mouth is the most important source of knowledge. According to a poll conducted by Ipsos 2013, television advertising has a 21% effect on consumers, whereas radio advertising has an 11% influence. Meanwhile, friends (54%), family (52%), spouse (38%), and online review sites (37%) are the top four areas of influence for models based on social suggestion. Statistics and polls show that non-media advertising and suggestions are superior. This is the whole dilemma of media advertising's widespread usage. 

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Word-of-mouth and advertising

Advertising, as we all know, has a continual impact on word of mouth: it is one of its major functions. It encourages customers to engage in constructive discussion and interactions in order to guide them in the "correct way." 

Word-of-mouth, on the other hand, has an impact on advertising. As a result of the "negative buzz" on social media and marketing sites, some advertising have been deleted. 

How do those link?

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Advertising can be the start of word-of-mouth effect when it provides message and influentials to customers. Six principles of contagiousness (Social currency, Triggers, Emotion, Public, Practical Value, Stories) are methods marketers should apply to create an effective word-of-mouth marketing. 

On the contrary, word of mouth can make advertising more welcoming or even a masterpiece. Some media such as radio or television will be limited to causing miscommunication. But for online platforms, people can share online with full content. That improves the effectiveness of advertising towards to the right content we want to convey.

Overall, there is a strong connection between word-of-mouth and advertising. This works great for marketing, but can sometimes lead to unexpected results (like a wrong story). The use of digital will somewhat limit this disadvantage while still keeping the effectiveness of word of mouth.

Please leave a comment below if you  have any concerns about the topic~