Answer:
On her way to office, Mandy bought a cup of cappuccino from a newly opened café. She loved the drink, and recommended the café to her colleague. In the given scenario, Mandy's recommendation is an example of <em>Word-of-Mouth advertising which is an unpaid form of promotion in which, satisfied customers tell other people how much they like a business, product or service. Word-of-mouth advertising is important for every business, as each happy customer can steer dozens of new ones your way.</em>
Explanation:
Word-of-mouth marketing (WOM) is an age old marketing technique that has stood the test of time to remain the most effective form of marketing. It is a powerful asset in our line of work which retains its influential power on the purchase behaviour of customers because it is based on trust, piques people's interestand and gets people talking.
It is also called word of mouth advertising which is incorrect because, by definition, advertising is a paid and non-personal communication.
There are different word of mouth marketing techniques that may used when something is done or created unique are:
- Set up word of mouth triggers.
- Use visual triggers as emotional provocation.
- Encourage user generated content.
- Positive WOM is to provide information for consumers which highlights the strengths of a product or service and encourages consumers to adopt a product or service.
- Push ratings and reviews hard: about 62% of consumers search online for reviews and information before purchasing a product and a whopping; 90% believe brand recommendations from friends; 28% of consumers say word of mouth is the most important factor in strengthening or eroding brand affinity.
Marketing executives considered mouth to mouth to be the most effective form of promotion and indicated that they believe word of mouth is the most effective form of marketing.
