Is it really so powerful word of mouth among online consumers?
Word of mouth and the power of the recommendations is still in force among consumers. When making a purchase decision, advice and previous experience of our fellow human beings remains one of our referral sources.According to Nielsen, 92% of consumers believe that word of mouth and recommendations brands are most influence when choosing purchase.
Although in today’s culture, the marketing of mouth to more traditional palate is sometimes perceived as a technique that is no longer effective, the reality is that this habit is still widespread and functioning as it always did.In fact, a large majority of consumers continue to make their purchases based on recommendations from friends or trusted contacts. And not only that, but these recommendations are still necessary and essential for the vast majority of them.
But the Internet and social networks are not exempt from word of mouth, in fact, enhance considerably. Through social networks and portals opinions users have a great source of reference to know the criticism and praise of companies and brands of all kinds. Social networks and shared views may reflect both the frustration of a dissatisfied customer, as the recommendation after positive experience that can serve to encourage potential customers to try a particular service or product, or be decisive in their buying decision.
However, WOMMA (Word of Mouth Marketing Association) published in November last year that 2 out of 3 marketers believed that marketing based on recommendations and word of mouth of life, were more effective than many of similar actions in the online environment. However, the power of influence of internet users increasingly manifested especially among younger consumers.
Data published last year by Ipsos, reflecting these recommendations affecting 78% of Internet users. That same month saw the light the Social recommendtion Index, which showed that the views of our friends and family is the one that has greater credibility for us (86%), followed by the opinion of an expert in the field (58%) or online recommendations (54%).
It is evident that the method of mouth or “word of mouth” traditional still working and still the most popular method. Marketers are confident that the recommendations based on traditional marketing works, although it is true that they have problems to prove it. WOMMA report indicated that 85% of them had difficulty analyzing the ROI of their actions in this regard.Something that on the contrary, can be subjected to better monitoring and environmental management through internet and different online channels.
The peculiarities of the network, make many of the suggestions, criticisms, opinions and recommendations remain residually and permanently accessible via the Internet. What ultimately ends up being equally decisive and influential form on the very reputation of companies and brands. With the advent of new media and with the change in the customer, brands have been forced to approach the customer otherwise, since the emergence of social networks has encouraged customers not satisfied with a mark showing open and visible to everyone dissatisfaction or negative experiences, creating in marks the urgent need for a large mass of satisfied users, who, when they are asked about our product can answer satisfactorily both in terms of the quality of the product itself as with the service we provided.
It is a fact that the popular word of mouth (or word of mouth Word of Mouth) can become the best advertisement for a company or brand. It is the way consumers share their experiences and satisfactions and frustrations among the people around them , and now, with the new communication channels such as social networks where some have dubbed iboca-Oreja , makes possible such recommendations gain greater reach and impact not only our immediate environment, but to a much higher connection limits.
Definitely word of mouth in the online environment is as powerful as I was and is word of mouth traditional. Therefore, managing properly this ‘word of mouth’, it is critical and vital for businesses, especially if we consider that most consumers are more likely to be influenced and buy a product based on the recommendations of others .