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The Power of Modern Word-of-Mouth Marketing in the Digital Age

19 Apr 2024

Word-of-mouth marketing (WOMM) is when a consumer's interest in a company's product or service is reflected in their daily dialogues. Essentially, it is a type of advertising triggered by customer experiences—and usually, something that goes beyond what they expected.

But this doesn’t happen by itself. Standout businesses that seem to have grown overnight without any effort are in most cases, delivering a comprehensive strategy to nurture new and repeat customers. They may not have a big budget but their approach is consistent. In short, they don’t just open their doors and wait for customers to walk in.

In today's digitally connected world, word-of-mouth marketing has evolved into a dynamic force driving consumer behaviour and shaping brand perceptions. While traditional word-of-mouth relies on personal recommendations exchanged between friends and family, modern word-of-mouth marketing leverages the reach and influence of digital platforms to amplify brand conversations and engage audiences on a global scale.

It is achieved by working with partners, trusted websites, and social media platforms like Facebook, Instagram and TikTok. They have become virtual hubs for word-of-mouth marketing, enabling consumers to share their experiences, opinions and recommendations with vast networks of friends, followers and peers.

The rise of influencer marketing has further fuelled the impact of word-of-mouth marketing in the digital age. With their extensive and dedicated followings, influencers and content creators have become trusted sources of information and recommendations for their audiences. By partnering with influencers who align with their brand values and target demographics, businesses can tap into their credibility and reach to generate authentic word-of-mouth buzz and drive brand awareness.

Confused? If you find yourself saying "I’m just a small business, there are so many platforms, I don’t have the confidence or skills; I’ve tried things before but it didn’t work; it's too confusing, where do I start…" you're not alone.

Running a small business wasn't meant to be easy; otherwise, everyone would be doing it. To be successful, you need to be discerning yet entrepreneurial, developing trusted relationships and partners to help you find the right customers.

Why should you partner with Yarra Ranges Tourism?

Yarra Ranges Tourism is the region’s dedicated regional marketing organisation that has developed a comprehensive roadmap of the key customer segments that businesses should be targets for their WOMM. Our digital platforms and trusted tourism sites offer a key affordable strategy to enhance your WOMM. Our team of professional digital marketers and industry support mentors, backed by the government, are here to work with your business.

By embracing the digital landscape and harnessing the power of social media, influencers, and online communities, your business can amplify its message, foster authentic customer connections and promote sales in today's interconnected world.

Want to learn more? Download our FREE marketing insights guide or get in touch with the Yarra Ranges Tourism team to learn about our Marketing Partnership Program.

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