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Word-of-mouth marketing: A key to success
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By Amitesh Jasrotia

Doing my post-graduation from Indian Institute of Technology,Roorkee.

We believe information we hear from other people, faster than we'll believe what is written in a brochure or seen on a TV ad. The stories we hear from each other. For instance, before the release of a much-awaited movie we all like to first tune into the ‘vox populi’ on the TV and the opinions expressed in those shows do influence our decision whether to watch the movie. Simply put, Word-of-mouth is the most powerful and also the cheapest tool that a marketer can have. If used accordingly, it can be the piece de résistance of a marketer’s repertoire. Yet, it’s the most neglected one. It’s a simple fact of life that the easiest idea to overlook is the most obvious one. Many red-blooded marketers have been ignoring this simple idea that nothing can succeed like a word-of-mouth in a marketplace; a marketplace that is bristling with communications clutter. It is the one thing that cuts across all organizational lines because we all talk to other people -- co-workers, neighbors, friends and family, customers and the general public. The key to using word-of-mouth marketing as part of your communications strategy is to help each person present a clear, integrity-filled message each time they communicate with others. These brand evangelists will generate more positive views out of others. The word-of-mouth publicity will help the brand grow stronger. This strategy is helpful especially in case of newly launched or small time brands striving for good sales and publicity. Apparently, many marketers harbor the thought that advertising alone can create the buzz. Without a shadow of doubt, advertising is a must in these chaotic times to differentiate your products/services from others. But equally important is the need to create word-of-mouth for your products/services. While you put hundreds of thousands of dollars in advertising and other paraphernalia of sales promotion, the reality is that your customers are talking over that information and helping each other decide what to do. Categorically, massive advertising is not what is needed for a new product launch. It is an acknowledged fact that advertising is a very powerful tool when it comes to promoting a well-established brand but it should take backseat when it comes to launching new products/services. The obvious thing that they are overlooking is that word of mouth can be harnessed. It can be directly influenced.


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