Word of Mouth Marketing

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We're huge believers in the relevance traditional word of mouth marketing (WoMM) campaigns have to contemporary marketing strategy. Not only do we have a long history in the space, we're also committed to reading the latest research and staying abreast of trends in the industry. We are active members of the Word of Mouth Marketing Association, the world's peak body representing the industry, and we understand the power of real-world conversations. When you work with dp dialogue you know you're dealing with an agency that has credentials at the highest level.

We believe that 'social media marketing' and 'word of mouth marketing' are two terms for the same thing. Word of mouth was the way the very first marketing messages spread; it's always been with us and it almost certainly always will be. Word of mouth still happens the same way it always did - people talking to each other face to face, but 75% of Australians are regular Internet users and 75% of those use social networks like Facebook and MySpace, so a significant portion of any individual's dialogue will inevitably now happen online.

The propensity for a message to spread and be measured in an online environment has to be taken into consideration in any marketing campaign, but dp dialogue recognises the important role 'offline' conversations play.

What is Word of Mouth Marketing?

  • 14% of people trust ads
  • 78% of people trust consumer recommendations

Source: Neilsen Global Trust In Advertising Survey, 2007

Happy customers are your best advertisers. If people like you and like what you do, they will tell their friends. Word of mouth marketing is giving people a reason to talk about you and providing tools to people with influence to make the process of getting your message out as easy as possible. Social media marketing is a form of word of mouth marketing that happens online, and it's something we specialise in, but given that the average Australian consumer only spends 16% of their time on the Internet (source: Neilsen NetRatings March 2007), no social media marketing strategy is complete unless it addresses the other 84%.

What Do We Do?

There are five key elements of a word of mouth marketing campaign:

  • Finding the Right People to do the Talking
  • Giving them A Reason to Talk
  • Helping the Message Spread
  • Joining the Conversation
  • Measuring the Dialogue