Word of Mouth – the consumer becomes responsible
Every day, consumers’ purchase decisions concerning products and services depend on the recommendations of other consumers – word of mouth. The consumer of the 21st century forwards his opinion of a certain product to millions of other consumers from all over the world via Web 2.0 platforms, such as weblogs, communities, review sites, message boards and newsgroups.
This exchange works just like any other conventional conversation and, moreover, it represents a hoard of valuable insights into other consumers’ views and experiences who prefer the same purchases – views you can use to your advantage. At ethority, we are specialized in establishing and implementing the relevant strategies on a global level.
The recipient becomes the sender
The fact that consumers talk about an advertisement or about a product itself often is nothing more than a side-effect of conventional marketing. Of course, it is gladly accepted as a side-effect, but a targeted animation of the “tongues wagging” – within the “buzz” sector – still appears to be incalculable for many people. Usually, consumers’ recommendations of products and services directed at other consumers are much more effective than conventional advertisements, but they are virtually impossible to measure. This has changed fundamentally with the advent of dynamic application online – the so-called Web 2.0, which includes social software providing an opportunity for consumers to express their opinions in online communities, blogs, chatrooms and newsgroups (Consumer Generated Media). Within Consumer Generated Media, communication is made public rapidly and, in no time, reaches a much larger group of keen consumers. This would never have been possible with conventional mouth-to-mouth propaganda. For any consumer, this presents a stimulus to express him- or herself, to caution other potential consumers about products or to spotlight exceptionally useful items. However, because of the warnings and recommendations appearing in public, the suppliers also have the opportunity to participate in and exert influence on this exchange.
Consumer buzz using of viral marketing – truly effective?
Viral clips on Youtube.com or novel puzzles are meant to bring the brands behind them into the public imagination through catchy concepts. However, many people still have doubts – so far, this marketing trend cannot be verified using figures, because the effectiveness cannot be determined without adequate measurement techniques.
Measuring word of mouth / effectiveness of viral campaigns
Ethority takes advantage of the web’s opportunities. By means of the monitoring technology gridmaster (which originates from our fellow company gridpatrol) all utterances concerning a certain brand are continually evaluated and updated online and are, therefore, capable of measurement by way of word of mouth.
Every day, consumers’ purchase decisions concerning products and services depend on the recommendations of other consumers – word of mouth. The consumer of the 21st century forwards his opinion of a certain product to millions of other consumers from all over the world via Web 2.0 platforms, such as weblogs, communities, review sites, message boards and newsgroups.
This exchange works just like any other conventional conversation and, moreover, it represents a hoard of valuable insights into other consumers’ views and experiences who prefer the same purchases – views you can use to your advantage. At ethority, we are specialized in establishing and implementing the relevant strategies on a global level.
The recipient becomes the sender
The fact that consumers talk about an advertisement or about a product itself often is nothing more than a side-effect of conventional marketing. Of course, it is gladly accepted as a side-effect, but a targeted animation of the “tongues wagging” – within the “buzz” sector – still appears to be incalculable for many people. Usually, consumers’ recommendations of products and services directed at other consumers are much more effective than conventional advertisements, but they are virtually impossible to measure. This has changed fundamentally with the advent of dynamic application online – the so-called Web 2.0, which includes social software providing an opportunity for consumers to express their opinions in online communities, blogs, chatrooms and newsgroups (Consumer Generated Media). Within Consumer Generated Media, communication is made public rapidly and, in no time, reaches a much larger group of keen consumers. This would never have been possible with conventional mouth-to-mouth propaganda. For any consumer, this presents a stimulus to express him- or herself, to caution other potential consumers about products or to spotlight exceptionally useful items. However, because of the warnings and recommendations appearing in public, the suppliers also have the opportunity to participate in and exert influence on this exchange.
Consumer buzz using of viral marketing – truly effective?
Viral clips on Youtube.com or novel puzzles are meant to bring the brands behind them into the public imagination through catchy concepts. However, many people still have doubts – so far, this marketing trend cannot be verified using figures, because the effectiveness cannot be determined without adequate measurement techniques.
Measuring word of mouth / effectiveness of viral campaigns
Ethority takes advantage of the web’s opportunities. By means of the monitoring technology gridmaster (which originates from our fellow company gridpatrol) all utterances concerning a certain brand are continually evaluated and updated online and are, therefore, capable of measurement by way of word of mouth.
