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Word of Mouth – Most Influential Form of Advertising
In marketing, it’s always important for organizations to create awareness about its products or services. It is essential to inform, update and create a need for its products so that the consumers are stimulated to buy their product.
Consumers are stimulated only when they are influenced and convinced by the organization’s claims through various marketing tools like advertising, sales promotion, publicity etc.
However, in spite of all these marketing tools, consumers generally rely on the opinion and views of their friends, colleagues, family members and neighbors. In other words, consumers believe and give more importance to the feedback they receive from their peer group for their buying decisions.
This form of advertising about its product is called word of mouth.So, word of mouth can be defined as the passing of information from one person to another. It is an oral communication either face to face or telephonic or through mails, letters etc.
Word of mouth has a great impact on the buyer’s decision. They are confirmed that the product which they are opting to buy has already proved its credibility and so this convinces the potential consumers to buy the product.Therefore,word of mouth is the most powerful and influential form of advertising.
Because word of mouth has substantial impact on the minds of consumers. Therefore, its very important for organizations to handle them carefully.
The main objective of organizations should be to create loyal consumers who always speak good about the organization and its products. This means the organization should be able to leave positive impact on their consumer’s minds.
Always keep up their promises.That is,they should never make tall promises or false claims.Their campaigns and promotions should stick to the actual facts only.
Try and exceed their consumers expectations.With small gestures and special attention towards their consumers,organizations can easily convert their potential consumers into loyal consumers and thus create a source of positive word of mouth advertisement.
Always be able to handle and resolve their consumers complaints and queries.This creates a positive impact on the mind of their consumers and thus leaves a satisfied and loyal consumers.
Conduct survey, take feed backs and suggestions about their products from their consumers regularly and implement them.