Word of Mouth Marketing
Word of mouth marketing is important as, not only is it a free type of advertising but "consumers believe recommendations from friends and family over all forms of advertising". The word of mouth form of advertising is continuous and does not cause just a single reaction. Opinions and experiences are shared from one person to another and so on. However, this is the case for both positive or negative interactions that are shared.
(https://www.socialmediatoday.com/marketing/why-word-mouth-marketing-so-important)
The Social Media Platform
The most successful platform for word of mouth advertising is social media. Here consumers can spread their opinions and experiences far and wide - to not only friends and family, but to loyal followers of theirs. The trick not to fall into is, to make sure that marketers (brands) are "connecting" with their following rather than just "collecting" a following. A certain number of followers means nothing, if they aren't engaging with and sharing the content.
(https://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/#a67163754a8c)
Social media platforms are also making shopping features on their apps convenient for consumers. A brand, marketer, influencer or a consumers themselves can post about items they love/recommend or are selling and provide a direct link to purchase the item.
Newcastle: Band of Brands (Word of mouth via multiple social media platforms)
View Ad Here
"How do you partake in the biggest marketing event of the year, aka the Super Bowl, on a shoestring budget?"
To buy 30 seconds of advertisement air time at the super bowl would cost around $4.5 million, money that Newcastle Brown Ale did not have. Instead deciding to "sell ad space in our ad". So instead of having a 30 second ad focussing on their content, they enlisted a range of over 30 other brands to help front the cost and included content of all involved. "It was a simple way to poke fun at the ridiculous cost of Big Game advertising while inserting ourselves, and plenty of other brands, into the Big Game conversation.”
However, the overall campaign used Facebook advertisements and posts to social media platforms to "spread the word and generate buzz" in the weeks before the big reveal of the ad at the game.
(https://www.shopify.com/content/11-killer-examples-of-social-media-marketing)
Wholesome Culture (Instagram page)
"Wholesome Culture is a fashion brand aimed at people who live a plant-based lifestyle. The brand’s focus and mission is to make cruelty-free clothing while spreading the message of plant-based eating and helping the environment".
Word of mouth marketing is important as, not only is it a free type of advertising but "consumers believe recommendations from friends and family over all forms of advertising". The word of mouth form of advertising is continuous and does not cause just a single reaction. Opinions and experiences are shared from one person to another and so on. However, this is the case for both positive or negative interactions that are shared.
(https://www.socialmediatoday.com/marketing/why-word-mouth-marketing-so-important)
The Social Media Platform
The most successful platform for word of mouth advertising is social media. Here consumers can spread their opinions and experiences far and wide - to not only friends and family, but to loyal followers of theirs. The trick not to fall into is, to make sure that marketers (brands) are "connecting" with their following rather than just "collecting" a following. A certain number of followers means nothing, if they aren't engaging with and sharing the content.
(https://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/#a67163754a8c)
Social media platforms are also making shopping features on their apps convenient for consumers. A brand, marketer, influencer or a consumers themselves can post about items they love/recommend or are selling and provide a direct link to purchase the item.
Newcastle: Band of Brands (Word of mouth via multiple social media platforms)
View Ad Here
"How do you partake in the biggest marketing event of the year, aka the Super Bowl, on a shoestring budget?"
To buy 30 seconds of advertisement air time at the super bowl would cost around $4.5 million, money that Newcastle Brown Ale did not have. Instead deciding to "sell ad space in our ad". So instead of having a 30 second ad focussing on their content, they enlisted a range of over 30 other brands to help front the cost and included content of all involved. "It was a simple way to poke fun at the ridiculous cost of Big Game advertising while inserting ourselves, and plenty of other brands, into the Big Game conversation.”
However, the overall campaign used Facebook advertisements and posts to social media platforms to "spread the word and generate buzz" in the weeks before the big reveal of the ad at the game.
(https://www.shopify.com/content/11-killer-examples-of-social-media-marketing)
Wholesome Culture (Instagram page)
"Wholesome Culture is a fashion brand aimed at people who live a plant-based lifestyle. The brand’s focus and mission is to make cruelty-free clothing while spreading the message of plant-based eating and helping the environment".
A tactic that Wholesome Cultures uses, is not only posting content about their branded items. They incorporate content that is trending on social media at the time, but still relevant to their overall message and brand aim of being "animal friendly". Posts like these are engaged by users who may not be directly following them, as they have the ability to reach a broader audience and attract them to their page, in the hopes of the users wanting to explore and learn more about them. On Instagram specifically, hashtags are a tool that allow posts to be seen by users looking for certain content. On Wholesome Cultures posts, they use hashtags to get "discovered by their target audience".
(https://sproutsocial.com/insights/social-media-marketing-examples/)
ASOS (user generated content via instagram - encouraging word of mouth)
ASOS is a online fashion retailer. A main platform of advertisement for the brand is Instagram. They post content about items they sell, from which they have photographed themselves. Alongside these posts, they also have a "user generated" style of post. By using the hashtag (instagram feature) "#AsSeenOnMe". Users can post pictures to their own instagram page which feature them in the brands clothes and include the hashtag "#AsSeenOnMe" in their caption. In doing so, the users following will now know where those specific clothes are from, but also this post has the chance of being re-posted to ASOS's Instagram page. Not only does the brand get exposure, but if the users image is posted to the ASOS's page, they will get exposure to ASOS's (larger) following in return. A key use of hashtags on Instagram, is to group content with the same hashtags together. So users can search through all images uploaded with the hashtag "#AsSeenOnMe" - from personal experience, I like doing this so I can see clothes on real people in different poses, lighting and backgrounds, rather than seeing the clothing item on one model on the website.
(https://sproutsocial.com/insights/social-media-marketing-examples/)
ASOS (user generated content via instagram - encouraging word of mouth)
ASOS is a online fashion retailer. A main platform of advertisement for the brand is Instagram. They post content about items they sell, from which they have photographed themselves. Alongside these posts, they also have a "user generated" style of post. By using the hashtag (instagram feature) "#AsSeenOnMe". Users can post pictures to their own instagram page which feature them in the brands clothes and include the hashtag "#AsSeenOnMe" in their caption. In doing so, the users following will now know where those specific clothes are from, but also this post has the chance of being re-posted to ASOS's Instagram page. Not only does the brand get exposure, but if the users image is posted to the ASOS's page, they will get exposure to ASOS's (larger) following in return. A key use of hashtags on Instagram, is to group content with the same hashtags together. So users can search through all images uploaded with the hashtag "#AsSeenOnMe" - from personal experience, I like doing this so I can see clothes on real people in different poses, lighting and backgrounds, rather than seeing the clothing item on one model on the website.
(https://sproutsocial.com/insights/social-media-marketing-examples/)
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