Part one of this series explains why and how word of mouth gained supremacy. Now that traditional advertising techniques are losing potency and customers wield more control, what’s a marketer to do?
This column explains the three factors that fuel word of mouth and offers suggestions on what forward-thinking companies can do to fuel word of mouth.
The Three Word-of-Mouth Triggers
Recall the last few times you personally participated in word-of-mouth culture about your experience with a product or service. The product either exceeded your expectations or fell substantially below them. Either way, that word of mouth was a result of the product’s performance along with one or a combination of the following triggers: