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Word-of-mouth in 2018: human connections (Need: infiltrate the…
Word-of-mouth in 2018: human connections
Need
: infiltrate the conversations of consumers
Why?
People are suspicious and avoidant
People are bombarded with marketing messages
84% don't like traditional advertising
People trust friends, family members and peers
Marketing landscape
: need transformation
Why?
Regaining attention and confidence
How?
Putting their faith back in w-o-m
1st tip
: understand the value of offline humain networks
Digital marketing
Not a complete replacement for human networks
Expectations and feelings about the brand
Social media
: pale reflection of what's happening offline
3rd tip
: determine your own system of measurement
Challenge
: hard to quantify
Future goals
Turning influence driven by w-o-m
Creating their own system of measurement
Need
Recognize offline influencers
as a channel
Channel: its own plan, strategy and system
2nd tip
: incorporate online and offline influencers
Brands: offline advantages
Need to leverage w-o-m with offline influencers
Measure the value of someone's impact sphere
More weight: much more tangible w-o-m
Offline influencers
Always have been influencers
Powerful voice to be associated with
Authentic power offline
Technology
Move forward faster and faster
Humans remain at their core
Key
: connecting on a real level
Trusting people
Knowledgeable
Respected
Holding its value