Is Word-of-Mouth Still Relevant in Today's Online Culture?

In a world of rich content and vibrant media, word-of-mouth marketing has been perceived as a technique that is no longer effective in today's culture. As one of the most effective campaigning approaches of past generations, word-of-mouth seems to have fallen by the wayside. However, you should not give up on this method just yet. Although it may no longer be a business's primary way of communicating with its customers, word-of-mouth remains a significant asset and can still bring substantial benefits to organization growth.

The millennial generation has significantly influenced how companies market their products and what techniques they use to reach clients. According to a recent Home Industry Leadership Board survey, this sector of the population is reliant on technology and often prefer to have recommendations from Internet sources, reducing the potential impact of word-of-mouth. This development also shows that more consumers are doing research on their own to become an expert about what the organization provides, and are considering the input of their peers less often. However, this study only shows a small portion of consumers and does not indicate that word-of-mouth has become fully outdated. In fact, there are many areas where the marketing technique has continued to thrive.

The lasting impact of word-of-mouth
Rather than accepting defeat, word-of-mouth campaigns have jumped into online environments to allow clients to spread the message of the company and gain benefits in the process. A survey by the Word of Mouth Marketing Association and the American Marketing Association stated that 64 percent of marketing executives believe that word-of-mouth is more effective than traditional campaign methods as consumers are more willing to trust and act on recommendations from their peers. Word-of-mouth can also be extended into social media circles and can incentivize people to become new customers. However, in order to effectively plan out campaign strategies, businesses must integrate metrics tools to make informed decisions in the future.

"While the survey found marketers believe that social marketing is highly effective, they need better tools to demonstrate its effectiveness," said Brad Fay, Kelley Fay chief marketing officer. "This is the great challenge for our industry: to provide more tools to show the return on investment from word-of-mouth marketing."

Marketing tools have significantly shifted over the years to accommodate mobile and other emerging devices. However, word-of-mouth is still relevant to customer engagement and will entice new clients to join. With a business telephone system from Fonality, organizations can reach out to their diverse audience base and provide quality service in every interaction. To find out more about these services, contact Fonality today.

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