We as customers love to share our experiences, knowledge, feelings, opinions, thoughts, and ideas about any product or service which we have used, experienced or even heard of. If it’s a positive & pleasurable experience we instantly develop that connect with the brand & makes it part of our lives. In fact sometimes we directly or indirectly influence others too to use the same. But if the experience is not good then, God save that product/service or brand. The biggest & one of the strongest tools which we as the customers have (which can spread any news like a fire in a forest) is “word of mouth”. This proves how powerful words can be in not only expressing once emotions but also influencing others too.

Word of mouth in its traditional way was when we used to have face to face chats, be in kitty parties or a gossip session with a friend(s). But its area of influence was very much limited. But with the advent of concept like #e-WoM, the boundaries are shrinking & the influence radius is increasing.

When I was penning this article, I had zillions of questions popping up every now & than. So thought to highlight some of the aspects of e-WoM which I felt are fascinating. I’ll try & explain the points (& will include example wherever possible) so that it’s easier to understand & relate-able.

Image source: Google Images

In words of Jiten Gajaria, the convener of social media cell of BJP Maharashtra, “our strategy was to bring about convergence of Social media with ground level mobilization. #Socialmedia is nothing but social conversations that are enabled by technology. It’s best to make conversations look real rather than have an official mouthpiece send out formal messages. Messages received from friends & family & social media managed by volunteers can create a deeper impact than messages received from a political party. After all, WoM marketing always scores over advertising, especially in case of a political party.”

How unknown people are influencing each others in purchasing behaviour

In today’s time our purchase(s) are highly dependent on what people have posted on the review or price comparison websites. Most of us before buying a TV, phone, car, and etc. first Google or visit various sites to check the reviews of the product/ service before making taking our decision. Without even knowing the person who has put his views online, we give him/her benefit of doubt & trust them. The examples of such links / websites can be Jungle.com, Pricedekho.com, Amazon.com & Zomato etc. Visit the link to know more of such website: http://techlomedia.in/2013/03/10-best-price-comparison-websites-in-india-14923/

Why there is such a strong trust factor that we get carried away by the response of unknown people

I think the biggest reason for this can be that we start identifying people who are in same space like us. We feel rather than making mistakes it’s better to learn from other person’s mistakes. Why buy a product which other customer has already rejected. Why waste our money if we already know that the product is not worth our money. Better capitalise on other person’s experience.

How strong is e-WoM

From a marketers perspective it’s extremely strong. It can make or break a brand. e-WoM, directly or indirectly creates the communities online. These communities can play a major role as influencials. When we as a customer hear anything from a co-customer than we tend to trust him/her more than the company or the brand.

 How marketers can use this tool in its favour

e-WoM is all about;

Image source: Google Images

Lot of marketers (brands or companies) or their agencies (consultants) are using this as a significant tool to not only create ample buzz about them but also develop strong rapport & brand equity with the end customers. Examples of this can be iPhone 6 launch, Tinder, Google Search etc. One of my personal favourite word of mouth campaigns is of Coca Cola. For more information on same you may visit: https://medium.com/@kwindle/share-a-coke-and-a-word-how-coca-cola-captured-millennials-through-word-of-mouth-marketing-44896573d21c

Image source: Google Images

Some of the USP’s of this medium are;

• • Influential Marketing is possible
    • There can be 3 types of influencers which falls in this category – Social influencers (with lot of followers), Domain experts (bloggers), Aam admi (people like you & me)
  • Multiple communication (messages) can be given
  • Amplified & diverse reach – Can reach out to various target audience at one time
  • Increased frequency of communication – Can reach to the target customers anytime & anywhere
  • Use of different platforms as channel of communication – can use mediums like facebook, twitter, WhatsApp to connect with its audiences

 What can go wrong

As mentioned about e-WoM has lot of advantages but it can have far more damaging impact too. We all remember what has happened with Amul

Although there was no fault of Amul in this case (They even replied to the consumer post with its explanation) but because of e-WoM its image definitely got tinted. The post got shared by 2 lakh people & liked by 9.8K people.  Enclosed is Amul’s response to the post;

Or take the latest case of Tech Mahindra. The offline conversation between the HR representative & the employee on sacking went online. You can see the viral response to the same. The post not only received more than 9000+ shares on youtube but has prominent mention & shares in other platforms like facebook. Many people who does not even know the guy who is getting sacked but are sharing the audio links. Also, they are not just sharing but also many are actively commenting on the posts. This is the power of e-WoM. How in just 3 days everyone around India are talking about this case.

Is it possible to have controlled e-WoM

O yes definitely. Infact that’s what marketers are doing now a days. They use influencers (who basically writes on behalf of marketers / brands) to write about them on social media platforms. As these influencers many a times are popular faces like TV or Bollywood celebs, people just share or comment on their posts.

Is this tool here to stay?

I personally feel that e-WoM is going to stay atleast for next couple of decades. Because of social media the world is shrinking & at much faster rate. A person sitting in one part of the world can reach to the other person anywhere & anytime.

Please do share your views about the article @ [email protected]

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