Simply put, brand marketing strategy refers to the art and science of advertising a certain product or service, its price range, the places covered, and the particular ways to promote it. Generally, each company struggles to get the customers’ attention, let them buy its offers, and get their loyalty. A very effective way of doing such, which practically costs nothing at all, is through word-of-mouth by satisfied customers or clients.
The mentioned process of disseminating has always been clearly understood and implemented by the various business professionals, marketers included. There is no other strategy of its kind which even comes close in terms of benefits. However, not all companies succeed in this, mainly because of the respective products’ or services’ not-so-good quality. Of course, the buying public naturally wants to get the best out of hard-earned money, and only the deserving brands eventually get supported and regularly patronized.
Family members, neighbors, and friends who tell relatives and acquaintances, who may be new customers, about a certain brand’s quality, worthiness, or efficacy get believed easily because of the accumulated trust. It is evident that these satisfied ‘old’ customers are not paid for giving their personal unsolicited or solicited reviews. Hence, they are in a way marketers, too.
A good way that a professional or certified marketer shares knowledge about a particular product or service is by using the internet. It is in this connection that success and popularity levels of many social networking websites have been truly able to increase the number of peer-to-peer discussions. A person just needs to relay to about six friends anything about a brand, and the information immediately becomes a hit. This is because by nature, many people are simply curious, while others want to read reviews first before purchasing a product or availing of a service. The real problem for any company concerned is when the reviews are negative. Thus, it must exert efforts to improve on the negative area/s.
Since internet spreading of personal views is usually free, more and more people do this regularly. LinkedIn, Twitter, Facebook, and MySpace are free; thus, the increasing number of members who usually post their own comments and reviews about any brand. If a company is searching for a chance to do most of its business online, it is beneficial to attempt to market such company to a niche industry or market which carries the capability to pass and spread information among businesses quickly and easily.
In general, word-of-mouth marketing functions best when there is an overall level of confidence underlying the process. Any neighbor who voluntarily informs somebody how he/she got his yard’s grass very green, may have the indirect indication that the person told to will eventually help in spreading that news. This situation is an example of communication-based marketing, in which word-of-mouth marketing closely belongs with. Both of them provide a brand with an unsolicited extra push which may lead to viability.
This word-of-mouth brand marketing strategy has constantly been regarded as the most efficient way to promote a brand without usually spending anything at all. Therefore, companies should strive to continuously give the best products or services to their new, as well as loyal, customers. This is mainly because excellent brands get excellent word-of-mouth reviews. On the contrary, poor-quality brands are thrown back such poor quality in reviews, simply like any other cause-and-effect situation, or a concrete example of ‘what is planted is what will be harvested’.