Let's create yet another strategy. Alternatively, we could just do our jobs.

This just in: "A study conducted on the trustworthiness of sources used to make purchases found that consumers rated word of mouth highest." This just in, too: "In the US, more than 9 in 10 respondents to a survey said that a friend's recommendation was the most important influence when it came to buying a product or service."

Did we ever really think that people trust communications from brands--brands that are trying to sell them something--more than feedback from friends, colleagues, people with like needs, strangers even...that are NOT trying to sell them something?

This is the first implication from the analyst: "In all these studies, word of mouth has more of an impact than traditional forms of advertising."

Yup. And the kicker? It always has.

WOM is as old as the hills, it's just that we didn't have as large a group to query because we didn't have these online tools. And we didn't always have the ability to type "Product Name + Sucks" into a search engine to see real feedback from real people who've really used the product.

And here's the second implication from the analyst: "Having a word-of-mouth marketing strategy is becoming essential for marketers."

Oy.

Please, oh please tell me that we understand that a WOM Strategy is a MARKETING strategy. If you do your marketing right--create value, innovate one helluva product, target the right prospect, differentiate well from competitors, create clever marketing programs, take care of customers after they've bought from you--then it follows that customers will be more prone to say great things about you and refer others to you. Be that talk online or in real-time.

Or they might not say anything.

Which is a heck of a lot better than talking badly about you.

To put it scientifically, what we've got here is a cause-and-effect situation. The cause is good marketing. The effect is positive WOM. Or less/no negative WOM (companies detest bad WOM more than they love good WOM, and for good reason).

The takeaway?

We don't need another strategy. We need marketers to do their core jobs. Which means LESS time strategizing on how to get people to say what marketers want them to say, MORE time listening to what they're actually saying (about your product or a competitive one).

And optimizing from there.

Why?

Because we don't need ten more strategies. We need ten better products. And because now we're accountable to the world. (That makes this marketer very happy.)

Perhaps I'm wrong and I need to go and create yet another strategy.

Comments

[Stephen Denny]

We don't need 10 more strategies -- we need one good one. When marketers spend quality time and energy on strategy and implementation, they often don't need as much re-work and strategic shifts come next budget cycle.

Good marketing comes in many forms, some of it good old traditional advertising on network television. Some of it creating great products. WOM has a high trust factor, and that usually comes from a pal who had a great experience with a product often after seeing some great advertising.

(I think you know I'm a fan of both you and blogging, so I'm not just being snarky here -- I always cringe when earnest, rational people say they're never swayed by advertising; they are, and they're lying).

[CK]

@Stephen: Thanks. The study isn't reporting people are never influenced by ads, but by WOM much more.

What bothers me about telling marketers to develop a 'WOM strategy' equates to marketers putting a lot of focus on how to influence bloggers to chat this, that and the other. And that's usually through SPAM or (mostly bad) viral attempts. I want the focus on why bloggers would chat up the product in the first place. For instance, I like what Sci-Fi Network did: focused on their product (programming), which got a lot of fans talking/blogging. Then they invited a couple dozen bloggers (that were already talkin' them up) and brought them on set to meet writers/producers/etc. That rewarded them and gave those bloggers more stories to chat with their readers. Taking care of your "customers" (in this case loyal viewers/fans) was clever, and a good part of any customer retention/publicity effort. All stemmed from a marketing strategy focused on good programming...that, on its own merits, fueled communities and WOM.

[Mario Vellandi]

Building this foundation as discussed is of course of primary focus. Once you have that, and while you continue to build on it every day, one can think of ways to help people share the joy with others. Problems will oft arise when businesses want to build upon the latter approach, when the product/service is mediocre. It becomes like putting fresh chocolate on what we know are day-old donuts.
Nothing should ever feel contrived or forced, otherwise it's just another gimmick. So yes, a WOM Strategy that is crafted as a dichotomous entity separate from the living organism will defy natural laws and not live to expectations.
I prefer a harmonious balance.

[CK]

@mario: "It becomes like putting fresh chocolate on what we know are day-old donuts." Great way to say it ;-).

First/foremost, the 'sphere is a consumer-driven medium (unlike all others), so WOM is a research opportunity for companies to start monitoring and listening to feedback so as to optimize their offerings. That, in my strong opinion is the “essential” action for all companies.

My concern in saying "a WOM marketing strategy is essential" tells companies that they all need to be developing WOM strategies/programs and then we wind up with a lot more SPAM and, as you say, "forced" efforts. When WOM initiatives--like any other type of initiative--should flow from/support the core strategy--where it makes sense, where it adds value.

[Joe Pulizzi]

You are right on...a key to doing this as marketers is to think about your content marketing as another product. Great content builds great communities, which leads to great sales.

[gowri]

By the way check this company MDFI. Their stock is set to increase because of their association with Apple iphone and Complete Care Medical. Find more about this company and stock http://www.growurmoney.com/medefile/

[Lewis Green]

CK,

Good post but I am changing the subject, although not really because of what you said in a comment above: "What bothers me about telling marketers to develop a 'WOM strategy' equates to marketers putting a lot of focus on how to influence bloggers to chat this, that and the other. And that's usually through SPAM or (mostly bad) viral attempts."

Someone needs to tell gowri (see comment before mine) that spamming us is rude, unethical, horrible marketing and in bad taste. Everytime I get one of these, I delete it and mark it as SPAM, which eventually gets these URLs banned.

[Tangerine Toad]

Fake WOM campaigns probably do way more harm than good. I mean consumers can smell them a mile away and are actively annoyed by them.

That's a lot different than being merely indifferent, which is the reaction to 95% (and I'm being generous) of all advetising.