Page 55 - MYM 2016

fig. 3: consumer trust in advertising: responses to the question, "to what extent do you trust the following forms of advertising?"
social MeDia
mouth from people they know, or from online con- sumers they don’t, has increased signi cantly.
According to Nielsen’s 2012 Global Trust in Advertising report, 92% of consumers around the world say they still trust earned media, such as recommendations from friends and family, above all other forms of advertising – an increase of 18% since 2007. Online Consumer Reviews are the second most trusted source of brand information and messaging, with 70% of global consumers surveyed online indicating they trust messages on this platform – an increase of 15% in four years (Grimes, 2012).
Traditional media refers to conventional means of mass communication, such as street theater, tele- vision, radio, newspapers, magazines, newsletters, tax press and other print publications. Traditional WOM is limited to a local impact. is form of publicity takes place on an ongoing basis when people attend to their daily chores. For example, it is at a park, salon or super market that people are most likely to have conversations about their expe- riences with and expectations from any product
or services. Publicity here, whether good or bad, is limited to particular communities that are formed at particular places.
Hence, traditional WOM is local and lies within a “gated” community of neighbors. e
source: Nielsen global trust in advertising survey, Q3 2011
medium is primarily voice, where one’s experience is being referred to by every other member within the community: there is a trickle-down e ect of one opinion maker to several recipients, i.e. a one-to- many relationship. A key in uencer will in uence every other recipient here. us, WOM here is driven by a few opinion makers, with the rest being passive recipients to it. is is also re ected by the theory of di usion where a handful of opinion makers in a community in uence the masses.
➤ Who is in charge with traditional WoM?
For generating WOM publicity via traditional media, the marketer is in charge of targeting the right audience with the right message about the company or its product and services. e feed- back in this case is, thus, episodal in nature, where market research is primarily done periodically, for example, a particular Nielsen or J.D. Power & Cus- tomer Associates survey on satisfaction.
e brand is very closely managed in this case. Marketers are extremely particular about their trademarks and logos, so that the brand’s percep- tion is the same and remains intact in everyone’s mind. All the more, the impact of WOM is easily measurable in this case.
OCTOBEr 2016 MINd YOUr MarkETING | 55