Note: This article is the third of six-part series introducing the concept of Word of Mouth Marketing. Read Part 1 | Read Part 2

PART 3
The Philosophy of Word of Mouth Marketing

Word of Mouth Marketing is the voice of the customer. It is a natural, genuine, honest process wherein people seek advice from each other and consumers talk about products, services or brands they have experienced.

Word of Mouth Marketing recognizes that a happy customer is the greatest endorsement. Those who practice Word of Mouth Marketing work to create customer enthusiasm instead of pushing marketing messages.

There is a philosophy behind Word of Mouth Marketing, one that focuses on:

• Giving customers a voice by providing something worth talking about, providing tools that make it easier for them to share their opinions;

• Listening to consumers by engaging them in open, unfiltered conversation, by promptly and honestly responding to their concerns and by valuing customer opinion, whether it is positive, negative or neutral; and

• Engaging the community by finding the right people and connecting them to each other, helping new communities to form and by participating in and supporting existing communities and conversations.

Word of Mouth Marketing is the only marketing based on genuinely passionate people and is the most honest form of marketing, building upon people’s natural desire to share their experiences with family, friends and colleagues.

Those who practice true Word of Mouth Marketing techniques empower people and gives them a voice, a process that can never be reversed. If businesses succeed in satisfying their customers, customers will benefit greatly. In turn, they will share their enthusiasm and support. But if businesses fail to satisfy their customers, that same voice will hold them accountable and broadcast failings.

Only honest marketers with confidence in their products dare engage in Word of Mouth Marketing because it will backfire if the promise of your marketing message isn’t backed up by reality. Once you give people a voice, they will tell the true story of your company – good or bad.

Coming up: Part 4: Organic vs. Amplified Word of Mouth Marketing: What’s the difference?

About WOMMA
WOMMA is the official trade association for the word of mouth marketing industry. Its members are building a prosperous word of mouth (WOM) marketing profession. Thriving markets are built on best practices, effective standards and ethical leadership. Those are the qualities that bring WOMMA members together.

© 2008 Word of Mouth Marketing Association. All rights reserved. Coles Marketing Communications, a full-service public relations, marketing, creative and Word of Mouth agency in Indianapolis, is specially trained in Word of Mouth Marketing by the Word of Mouth Marketing Association.