Le bouche-à-oreille est un véhicule puissant en marketing et a fait l’objet de plusieurs de nos billets dans les dernières semaines (le billet sur les « brand advocates , celui sur les fournisseurs d’information ou encore celui sur les blogueurs comme communicateurs marketing ). On sait maintenant que le bouche-à-oreille entre consommateurs peut être plus efficace pour promouvoir des produits ou services que les pubs traditionnelles (Goldsmith et Horowitz, 2006).
In the last post 10 Tips to Increase Earned Media the first tip was to find and partner with brand ambassadors.
Today I want to share with you some advices to improve the “word of mouth” marketing for small business, that in my opinion is the most effective type of marketing.
The age-old saying that Word of Mouth (WoM) is the best form of advertising still rings true to this day as we now know, more than ever before, that personal recommendations from our friends have the highest impact on our purchasing decisions.
10 avril 2012 | Ecrit par Philippe Gerard | 11 Commentaires
Article posté par Isabelle Canivet - Bourgaux le Vendredi 15 juillet 2011 Publier et diffuser son contenu web a pour objectif de gagner en visibilité.
Par: rédaction 23/10/09 - 14h10 Le bouche-à-oreille et les recommandations en ligne représentent la plus grande source d'influence pour le consommateur belge et européen, d'après une étude paneuropéenne de l'agence de relations publiques Weber Shandwick. Cependant, les media traditionnels principaux restent importants en tant que source de validation des informations.
« 5 surprising things about word of mouth marketing | Main | Tune in to the Dell Customer Service Think Tank, Mon 6/25 » 5 surprising things about word of mouth marketing Social media marketing is still all the rage, but an important new book out from Ed Keller and Bray Fay reminds marketers where and how customers are actually talking about brands,services and companies.
March 21, 2013
The explosion of social networks and consumer-generated media over the last few years continues to have a significant impact on advertising as consumers’ reliance on word-of-mouth in the decision-making process – either from people they know or online consumers they don’t – has increased significantly. According to Nielsen’s latest Global Trust in Advertising report, which surveyed more than 28,000 Internet respondents in 56 countries, 92 percent of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007. Online consumer reviews are the second most trusted source of brand information and messaging, with 70 percent of global consumers surveyed online indicating they trust messages on this platform, an increase of 15 percent in four years.
Nielsen’s latest Global Trust in Advertising report repeats findings from previous years – people don’t trust advertising, at least not as much as they trust recommendations from friends and consumer opinions expressed online.
People have always talked about their experiences, emotions, needs and also products, services and brands. Word of mouth is an old and human phenomenon.
The now commonly held notion that social media-related marketing is a requirement for business success may not carry as much water as once thought. Despite all the technological advances in recent years, especially in the realm of social media, a recent study suggests that the vast majority of public discussion about products, brands and services occur in everyday word-of-mouth encounters with others, not online.
We all know that economic times are tough. I always suggest that businesses don't pull their marketing budget.
Why Traditional Marketing Fails