Word of Mouth campaigns can be difficult to execute and often backfire. Spongecell CSO Marc Guldimann recently gave some insight on producing successful online WOM campaigns, in a byline article on the leading online marketing site Adotas. The article outlined key points online campaigns should follow to spread a consistent message and gather useful data about how the message is being carried.
1. Going viral, but not becoming a virus.
Using tools that guarantee message consistency, help brands avoid a mutating message, and their online campaign turning into a game of telephone. The tools that provide consistent branding and intact message across multiple interactive media:
desktop widgets, add to calendar & meeting invites, social network apps, mobile applications, like SMS, RSS readers
All of these tools catalyze word-of-mouth campaigns, without mutating; viral, not a virus. The same tools also provide the ability to quantify “buzz” trends, and measure individual interest levels in a brand. This keeps control of the message in the hands of marketers, and hands off the necessary tools to power a word-of-mouth campaign to the consumers.
2. Scalable one to one marketing.
Using this approach, marketers offer pricing options based on what they know each individual consumer is willing to pay. Interactive marketers have the power to gather this data, and utilize real-time info to price goods/services based on consumers interest level. Frequency of visits to a Web site, a demonstrated interest level in particular brands, average cost per purchase, which calls to action they are most receptive to (email, SMS, sales or product launches), open and click through rates, etc. – all help create detailed profiles so brands can understand their consumers.
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