Word of mouth
Word of mouth refers to the informal sharing of information from person to person, primarily through verbal communication. This practice has deep historical roots, with ancient cultures relying on oral traditions to transmit stories, moral lessons, and cultural knowledge before the advent of written language. In modern contexts, word of mouth has evolved into a powerful tool for advertising, where businesses encourage consumers to talk about their products, often using incentives or social media to stimulate conversation. This form of marketing, known as electronic word of mouth, leverages the internet's vast reach, enabling information about products to spread quickly and widely at minimal cost.
While word of mouth can serve educational and promotional purposes, it also has a darker side. Misinformation and rumors can easily circulate, influencing public perception and even sparking political unrest. Despite its potential for harm, word of mouth remains a crucial aspect of consumer behavior and brand management today. By understanding both the positive and negative implications of word of mouth, businesses can harness its power effectively while being mindful of the risks involved.
Word of mouth
Word of mouth is the passing of information from person to person through oral communication. Ancient peoples used word of mouth to tell stories and pass on traditions. The practice is also used by archivists when documenting oral histories. Word of mouth is commonly employed for advertising purposes. Advertisers use consumer incentives and social media to promote products and incite conversation among consumers. The object of word-of-mouth marketing is to communicate information about products with little to no company expenditure. Consumers have the power to popularize products simply by talking about them. When people talk about products online, it is referred to as "electronic word of mouth."
Word of Mouth in History
Before the introduction of the written word, ancient societies used word of mouth to communicate the history and traditions of their culture. Oral communication served as both education and entertainment, relating myths and legends to younger members of society and teaching them moral lessons. Before the gospels were written, followers of Jesus Christ used word of mouth to spread his message and educate others about Christian teachings. Historically, oral traditions were told faithfully and related the same messages for centuries. Although the nature of oral storytelling allowed for small alterations here and there, oral tradition was an important aspect of many cultures for centuries, and accuracy of detail was crucial. Modern cultures continue to use word of mouth for education and amusement, though the practice does not play as important a role in historical documentation as it once did.
Despite general reliance on the written word for historic reference, some experts remain committed to documenting oral histories of people with modern technologies. An oral history is a collection of sound or video recordings in which people recount historical information about their lives and important events. Oral history mainly contains interviews with varying subjects as they present their perspective on an individual or historic event. Oral history archives are often collected by folklorists intent on preserving the stories and traditions of an endangered culture. Oral history is distinct from oral tradition in that it is told from the single perspective of one person and not passed down from generation to generation by multiple people.
Word of mouth is not always used for noble purposes. For many years, misinformation and rumors have been spread through word-of-mouth interactions. The power of rumor lies entirely in the strength of its dissemination. Rumors spread through word of mouth have the potential to influence large numbers of people, depending on the region. Rumors often play pivotal roles in the world of politics. Regardless of their truth, rumors are commonly used to make an opponent look bad and to gain support for a candidate. Diffusion of rumors has also led to destruction and tragedy throughout history. Many scholars point to rumors as a major motivator of rioting and violence in the Middle East during the late twentieth and early twenty-first centuries.
Word of Mouth in Advertising
Although word of mouth gradually lost its importance as a purveyor of history and tradition, the practice did not vanish. Consumer advertising employed word-of-mouth marketing to encourage customer conversation about products. Research conducted by professor James F. Engel and his associates in 1969 found that word-of-mouth advertising was more effective than other conventional marketing and advertising strategies. The goal was to incite eagerness in consumers by creating excitement around products. Many companies offered frequent customers rewards for telling others about their merchandise in the hopes of attracting new customers. With the advent of the digital age, word of mouth transferred to the online world. E-mailing and social media became popular methods of communication. Tasks such as bill paying and shopping could now be completed online. As companies became aware of this change, they sought new ways to advertise to consumers. Soon businesses began utilizing social networking and popular websites to market their products, giving birth to electronic word-of-mouth marketing.
Information distribution became even simpler with the introduction of electronic word-of-mouth marketing, also known as social media marketing. Social media advertising encouraged people on social networks to share brand-related content with everyone in their network. Electronic word-of-mouth marketing allows companies to spread information about their products to millions of people in a short amount of time at minimal cost. Companies often look for ways to create viral marketing to increase brand awareness, an integral part of brand management. When a piece of advertising quickly attracts many viewers, it is said to have "gone viral." Viral marketing is initially introduced by a company but is perpetuated by consumers, who forward the content to people they know.
Electronic marketing and viral marketing campaigns can have positive and negative impacts on a company. If executed properly and received positively, a company gets to reap the benefits of virtually free advertising as well as increased sales and brand recognition. If executed poorly and received negatively, companies can end up spending great amounts of money to clean up a marketing fiasco. The bad publicity that is generated can also damage a brand beyond repair.
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