Killer instinct: the digital ''word of mouth''

Bart Dirksen

Word of mouth is a wonderful marketing tool. Every company wants to have the best image. People discuss their experiences with all kind of organizations at informal parties, at home, at work or in the streets. Good references as well as bad by word of mouth travel fast. Try keeping each and every customer satisfied will be more important now and in the future.

Online communities, forums and the number of posts are growing fast. Word of mouth has been provided with a new medium: the Internet. Internet provides a new way to discuss all kind of topics independent of time and place. Everyone all over the world can share information about products, services and general topics. This will result in a global sharing community where one person can start an issue, topic, statement or question and Thousands of others can and probably will reply.
A Company's image will be dependent on good word of mouth more than ever. You can have the best marketeers, advertisement agencies and PR, but it will not be enough. Meeting expectations must be one of the top priorities in being successful within the online communities.

A bad post on one forum will be there for ages. More and more people will be aware of it and it will probably spread in no time at all. Potential customers may think twice before buying your products or service.

Nevertheless there will be loyal and satisfied customers as well. Positive posts will provide you with good, cheap and successful PR. Indulge these customers and keep them enthusiastic. It will help to neutralize bad remarks and will spread positive word of mouth.

In order to be more successful, be aware of new developments in online communities and forums. Make sure you provide sufficient possibilities for customers to complain and ask questions independent of the medium they wish to use. Provide tools for your employees so they are aware of all contact there has been, so they are up-to-date with the customer's question or complaint.
Consumers expect to be helped as they have always done. Meeting or not meeting these expectations will have a more severe impact on the business image than they used to.

You have many potential marketeers and so has your competition. They are called: your customers.



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Datum: 12/24/2006

Aantal keer bekeken: 1238

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