Word of Mouth Marketing 5
Listen now
Description
In this fifth part about word of mouth marketing, we discuss what marketers can do in case of negative buzz. The lecture is illustrated with a lot of marketplace examples. Finally, I turn attention to the importance of matching your marketing message with the venue in which it appears. We end the lecture with an illustration of a winning web campaign (WOMMIE awards 2008) developed by MacDonalds, that cleverly mixed messages, audiences, and venues (web and traditional media) to launch a new chicken sandwich.
More Episodes
In this podcast, I present an academic paper that I have co-authored with three Canadian colleagues about word of mouth marketing in online communities. The paper presents a qualitative study of a product seeding campaign among bloggers. We show how bloggers adapt the word of mouth expression to...
Published 03/17/10
Continuing with the lecture about the stickiness factor of messages, I show several videos with viral marketing best practices. Then, a student team presentation about Sony PSP offers an alternative scenario in which a marketing communications campaign resulted in negative buzz.
Published 03/03/10
In this third part about word of mouth marketing, I present the segment -women- as an important category of influentials. Following Malcolm Gladwell's book The Tipping Point', I continue with discussing the stickiness factor of messages. As an illustration of sticky messages, a student team...
Published 02/24/10
Links
No website
Twitter
Facebook
Instagram
Patreon
Genres
Artwork or description wrong?
Request an update »
Updates may take a few minutes.
Do you host a podcast?
Track your ranks and reviews from Spotify, Apple Podcasts and more.
