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Word of Mouth is critically important to the success of any marketing campaign but it will never replace Integrated Marketing Communications. Word of Mouth and Integrated Marketing Communications should work together to expedite full adoption of a product or service. This point is best illustrated by examining the potential impact of both communications concepts as a product is accepted into the market.
Integrated Marketing Communications is critically important during the initial launch of a new product. IMC must be deployed to reach the first group of customers who purchase a product. This group – referred to as Innovators – tends to use a product because of its novelty value. Innovators typically make up 2.5% of the potential user population. Innovators are the force that first samples and then accepts the product. This small group of selective consumers chooses a product because it is not yet widely known. They are aggressive in seeking new products. Integrated Marketing Communications must be employed to generate initial awareness. Events such as demonstrations at trade shows, and product test groups are great ways to reach this audience. Targeted advertising or earned media in trade press will stimulate the curiosity of the Innovator group.
Opinion Leaders make up 13.5% of potential users of new products. Word of Mouth does not have a significant impact on the Opinion Leader group due to two factors:
- There are not enough users at this point in the adoption cycle to exert significant influence via Word of Mouth.
- Current users (Innovators) have adopted the product because of its novelty value.
The fact that few people know about the product is what gives it an appeal in the early stages of awareness. These folks are unlikely to become strong Word of Mouth advocates – as this would detract from the appeal of the product in their eyes. Opinion Leaders must find out about a new product through Integrated Marketing Communications channels such as advertising, sampling sessions and events that highlight the value of the product.
The Opinion Leaders’ influence on the early and late majority is where the awesome power of Word of Mouth becomes most evident. The speed and the depth of adoption of the Early and Late majority is influenced, in large part, by the Opinion Leaders. Word of Mouth is the conduit of for this influence. In this stage a product will be propelled beyond its “tipping point” (the point of adoption by the majority of potential consumers) by Word of Mouth. Integrated Marketing Communications can help facilitate product awareness and brand recognition; however purchase decisions (by the Early and Late Majority) will be most effected by strong Word of Mouth. The Early and Late Majority comprises 68% of all potential consumers in the targeted product segment. At this point in the adoption curve, the potential influence of Word of Mouth is significant.
The Laggards are people who are the last to adopt a product. Integrated Marketing Communications will be most effective in carrying the message to this group. Laggards are often “informational buyers” who rely on research to help make a purchase decision. In this case, Integrated Marketing Communications is the best way to educate the remaining consumers of the benefits of the widely accepted product. Advertising and earned media do an excellent job of exerting this type of influence.
Word of Mouth has significant impact on product adoption. Marketers must continue to rely on Integrated Marketing Communications to reach the people who will initially try a new product as well as those who are slow to catch up with the trends. It is only through the combination of Word of Mouth and Integrated Marketing Communications that new products are quickly integrated into the marketplace. These two components must work seamlessly together to have the greatest impact on speed and depth of consumer adoption.
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