Word of mouth marketing
Word of mouth (often shortened to WOM) has always been there and worked over centuries. But imagine that someone organizes it in a systematic way, so that to generate spontaneous conversations among consumers to support a brand and its products or services. It would be a dream for any company. It would mean to go beyong mere customer satisfaction and turn consumers into the most convinced promoters of a brand.
This dream is not utopian. Word of mouth has been proven to be an effective business booster. Special techniques have been developed to keep it under control, speed it up, and quantify it. Above all, WOM is based on people’s natural propensity to communicate and share things. Consequently, it needs neither remunerations, nor the incentives that are typical of referral marketing or multilevel marketing. That’s why, on second thoughts, it’s not a dream, but pure innovation.
IAKI has been the first Italian agency to believe in word of mouth. Moreover, it plays an active role in the most prestigious international authority on word of mouth, as it’s part of the WOMMA Leadership Committee and Research Council. Nonetheless, success has not gone to IAKI’s head, entirely absorbed in organizing effective word of mouth programs.