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‘Word of Mouth’— an effective yet an overlooked marketing concept

Ankur Gupta, Joint Managing Director, Ashiana Housing, explains how brands and marketers can use this age-old method to spread goodwill among customers

Ankur Gupta

In a fast-paced life that we are living today, brands have to ensure they do their best to stand out of the clutter and bring about a difference in their customer’s lives. While there are numerous ways to market a product and create an impact, predicting the accurate marketing strategy that can work wonders for the brand may not be an easy task. In fact, in the entire scheme of things, one very critical form of marketing has been overlooked by many brands today and that is the word of mouth.

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This effective strategy has to be approached very cautiously by brands. This is primarily because the goodwill of the brand and its worth in terms of being valuable and useful to customers are the key parameters when it comes to word of mouth. Hence, a brand should invest a considerable amount of time, efforts and patience in order to harness the power of a positive word of mouth effectively.

There are few aspects that need to be kept in mind when you want your brand to be publicised by word of mouth:

  1. Relationship with customers: This is extremely critical when you want to be known through word of mouth. While all brands strive towards a healthy relationship with customers, it is pertinent to understand the little things that add value to this bond. For instance, are you helping your customers on something he/she did not expect at all, have you ever surprised your customer by simply calling him/her to check on how your product has benefited them and if there are any shortcomings. One can also go beyond this and offer a small token of appreciation in the form of goodies or gift hampers to loyal customers. These are indeed small gestures that can add immense value.
  2. Product and service: It goes without saying that a brand indeed needs to meet the needs of the customers and be of use to them. Marketers cannot expect customers to refer the brand if the product and service is of no relevance to them. Today, with advanced technology, customers have umpteen choices and the switch rate is extremely high. Customers are expecting a lot more than they were earlier and hence it is very important for a brand to keep up with the time and keep raising the benchmark. Marketers cannot risk putting their brand at stake when it comes to customer experience.
  3. Keeping customers up to date: Undoubtedly, customer is the king. Loyal customers take that extra effort to be connected to the brand so that they are updated on any development immediately. However, marketers should also be adept in sharing any new information about the product with the customers. This will make them feel like a part of the extended family and help in building a strong goodwill.

While there are no hard and fast rules that a brand needs to be cognizant about, there are of course several learnings to be imbibed sooner rather than later as the brand sets its journey on. In case of word of mouth, the positive narrative of a brand is crucial and marketers have to find a way, even if it involves few trial and error, to be able to become worthy of this most reliable and trusted form of marketing called word of mouth.

(Disclaimer: The opinions expressed in this article are those of the author. The facts and opinions appearing in the article do not reflect the views of BestMediaInfo.com and we do not assume any responsibility or liability for the same.)


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