Word of Mouth Marketing


Obviously I’m a bit of a techno geek.

One of my favorite bloggers, Sarah and the Goon Squad had a link on her site not too long ago for a free sample of something. I forget what. Turned out it was a link to a marketing service where you can sign up to receive free samples of stuff. Now, who doesn’t love free stuff? So of course I signed up.

Today I got a little survey from the same site, asking me how I typically decide what to purchase and if I influence others with those decisions. (Do I ever!) They obviously don’t know who they are talking to. I’ve been known to research things TO DEATH! Cameras, phones, washing machines, you name it. I read the expert reviews, I go to epinions and read the consumer reviews, I ask around. I go to a few stores so I can touch and feel the item in question. And I narrow it down to two or three items… Well, you get the picture. And you can bet that if I have an opinion about something, everyone is going to hear about it.

Anyway, there was a link at the bottom of the survey with a logo for WOMMA, which is the Word of Mouth Marketing Association. Given the nature of the survey I just took, I feel like I am the poster child for WOMMA. But the stuff I found on their site even made me go “WOW, some of this stuff is brilliant.”

Take for instance the whole concept of Second Life. There’s an article on blogworks (a great marketing blog, by the way), that discusses how advertisers are jumping on the bandwagon with this service and creating brand awareness in this simulated world. Brilliant, except for one thing. Are the people addicted to Second Life leaving their house long enough to purchase these items in the real world? If so, then, yes…this is indeed brilliant marketing. Even the CDC is getting in the act with a place in Second Life for flu prevention and treatment info. The CDC!!? Who’s next? AARP?

(On a little side note, I find it a bit preposterous that people are paying a monthly service to create an avatar and a life for that avatar. But that's just me. I just file it under the same category as Dungeons and Dragons and fantasy baseball.)

Never before in the history of advertising has there been so many direct lines and two way communication between marketers, consumers and even politicians. Obviously, if you are reading blogs, this means YOU. Want to have influence? Too late, you already do.

It used to be that if you really loved…or in most cases, really hated a product or service, you could call a random customer service number and complain to a nameless voice or take out your little pen and paper and write a letter of complaint. Now, not only can you email the company directly but you have the power to influence others by posting to a blog, posting a message on a board, commenting on a site or any variety of other ways. And apparently the marketers are listening. And I’m sure tickled that they needn’t bother as much with those expensive focus groups.

Marketers (smart ones, anyway) are scouring blogs, message boards and services like myspace to see what you think. And better yet, adjusting their marketing efforts accordingly.

I feel pretty powerful knowing that. Don’t you?

What will you do with that power? Who will you influence?

(stepping down off of my emarketing soap box now)