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How WOM continues to surprise brands
Word of Mouth marketing is not new. Brands have relied on WOM for decades, but the online space offers consumers and brand advocates new ways to engage with and share their favorite brands. Here's how one WOM platform helps brands engage.
Kristina: WOM isn't new. Brands have relied on it for decades, but the Internet has put a bit more focus on WOM efforts. Why is it so effective in the online space?
Assaf Kolirin, buzzdoes CEO: When consumers shop online, they have access to hundreds of products at their fingertips. However, with a variety of products available, consumers find it difficult to compare all the options. To find the right product for their specific needs, consumers rely on recommendations from trusted friends. Research shows that 90 percent of consumers trust shopping recommendations that come from their friends. A product or service suggestion from a friend can make the decision process much easier online.
Kristina: What does buzzdoes offer brands?
Assaf: With 60,000 new items flooding app stores every month, it's no longer enough for an app to be good. To capture the attention of a distracted market, app makers also need to be smart, aggressive promoters. The most effective marketing strategy in this environment builds on the social behavior of customers, who often rely on each other's activity and advice in choosing which apps to buy and which to ignore. buzzdoes is a word-of-mouth marketing tool for mobile brand app makers. The tool motivates the consumer to spread the word about his use of the product, turning him into a distributor.
Each consumer can become a marketing asset, creating a viral effect that promotes the product or service of the brand. To encourage the word-of-mouth viral effect, buzzdoes rewards users who share information about the brand with friends. Users can redeem their rewards for cash via PayPal or donate points to charity.
The benefit of buzzdoes for a brand is simple: each satisfied user can generate dozens of app downloads among his or her friends.
Kristina: What trends are you seeing from brands in the mobile/app space?
Assaf: Today, more brands that develop their own apps are investing in marketing efforts. Apps are no longer a brand competitive differentiator; they're must-haves for generating brand presence in today's mobile environment.
Kristina: What makes apps/mobile a good place to be for brands?
Assaf: Brands are starting to see the power of mobile apps. They understand that an app gives a consumer more access to the brand, leading to an increase in purchase frequency.
The ability to send targeted promotions to consumers who use the app and recommend it to their friends is difficult through traditional marketing channels. Mobile apps that use word-of-mouth marketing tools to reward users can build customer loyalty and increase their exposure and number of users.
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