Before reading further, you should read previous article in order to get comprehensive understanding. I have explained about basic of word of mouth marketing. Now, I will continue on the subject.

Marketing practitioners said that promotion marketing beside WoM (traditional promotion) has several shortcomings. It produces word of mouth marketing becomes very important today. What are the deficiencies of traditional promotion? Approach to marketing and promotion of traditional or ancient is impersonal, one-way, and often ignored by customers. Customers today are becoming increasingly dependent on the resources they already believe or respect to make a purchase decision, and forming an opinion on their minds.

Word of mouth marketing

The market today is very fragmented. This makes the buyers are able to issue options in seeing advertisements or advertising that launched in bulk. They often do not believe anymore in the ads in the mass media. This means that other ways should be pursued in order to get their attention and win their hearts.

As a result, PR (public relation) practitioners must master the art of activities which can influence target audiences. In a world where success is determined not only from the "what" is known by its customers, but also "who" is known by its customers, it would require a strong influence from trusted sources to be able to make a program or a brand success in market.

Depending on the existing organization, the people who have a strong influence, which can affect many people to make a decision (often referred to as "influencers"), can be a media, authors, academics, analysts, certain associations, celebrities, government , experts, and also researchers.

There is one case where a company that produces software games found that there was a young teenage boy, who on his own initiative, promoting the company's games on his personal website. The result, these teens unconsciously been doing promotion word of mouth to all his friends. Incidentally, he is also an individual who is known and experienced in the intense world of gaming. Then all his friends become interested to play the game. Did you know that his friends did not even notice anything about the company that make the game. They only believe in adolescent boys when he is talking about the game. The conclusion is decision to buy had been more influenced by the beliefs of a particular source.

Last, the marketing and PR practitioners who are able to capture the importance of word of mouth promotion can get the most benefit from both companies and their clients, by establishing a good promotion strategy and can handle the crisis. All company and its products need a support so that they can form a positive impression and positive opinion in the public eye.

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