The Holy Grail of marketing, one of the oldest and most well tested promotion and sales techniques, has been word-of-mouth for centuries now. In the age when all information is freely circling the internet and where offline interaction has been reduced to a minimum, whereas online communication is more present than ever, the crucial question is how to get good recommendations online, motivate people to talk about your brand or service and help you increase your sales, visibility or promotion of a new product or service.
How can people be stimulated to talk about you on social networks whenever and however much you need them to?eWoM to the rescue
World experts say that the answer lies in eWoM
(electronic Word-of-Mouth) online and social network marketing. During our interview with the founder of the biggest regional eWoM service, Dragana Djermanovic
, we learned that it was not easy to carry out a successful online WoM campaign.
Most marketing experts know that word-of-mouth is the most efficient tool in our line of business. The important questions are where to find perfect representatives of a brand, how to approach them, how to hire them and estimate their results and how much to pay them for their work. These are the challenges that agencies and marketing and PR experts have been facing for years now.Beer and diapers don't mix
Online marketing experts look for perfect brand ambassadors whose efficiency can be quantified and with whom it is easy to communicate, without excessive emails and misunderstandings. They find it important to be able to accurately define the fee to be paid to a blogger or an influencer promoting the brand, announcing innovations, new campaigns and other activities important for the brand.
We all have around twenty influencers in our contact lists. It's always the same twenty people, who themselves have other colleagues in their contact lists! This leads to the one and the same group of people promoting detergents, beer, diapers, cars, festivals and new banking services! That's not eWoM! It's boring, inauthentic and inefficient!