Which came first, the online chicken or the offline egg?
Where does Word of Mouth spread...online, right? Or, is it offline?
Those who do it best understand that an important relationship exists between on- and off-line Word of Mouth. One drives the other and vice versa.
For example, Joe Consumer reads a review about a restaurant online and then talks to friends about whether or not to try it offline. Or, does Joe hear about that same restaurant from his friends and family and then, refers to the Web for reviews from perfect strangers to reinforce his decision on whether or not to try it?
This delicate "which-came-first-the-chicken-or-the-egg" balance is what separates single-channel buzz campaigns from truly sustainable WOM initiatives that lead to recommendations.
So, what do we do when Facebook and Twitter both announce location-based technology additions to messaging in the same week? Or, when Augmented Reality creates a memorable off-line experience using online technology? And, what about those QR codes that are slowly creeping into local markets, but are only accessed by cell phones with the right technology?
If you recognized this critical yin/yang relationship between on- and off-line WOM early, you're already ahead of the game. But as the digital world evolves, you better believe that this line between the on- and off-line worlds will continue to blur.
Have you seen new approaches that are bringing the on- and off-line conversation closer together? Let us know here...
Image Source: AdWeek "Walk the Talk"
Where does Word of Mouth spread...online, right? Or, is it offline?
Those who do it best understand that an important relationship exists between on- and off-line Word of Mouth. One drives the other and vice versa.
For example, Joe Consumer reads a review about a restaurant online and then talks to friends about whether or not to try it offline. Or, does Joe hear about that same restaurant from his friends and family and then, refers to the Web for reviews from perfect strangers to reinforce his decision on whether or not to try it?This delicate "which-came-first-the-chicken-or-the-egg" balance is what separates single-channel buzz campaigns from truly sustainable WOM initiatives that lead to recommendations.
So, what do we do when Facebook and Twitter both announce location-based technology additions to messaging in the same week? Or, when Augmented Reality creates a memorable off-line experience using online technology? And, what about those QR codes that are slowly creeping into local markets, but are only accessed by cell phones with the right technology?
If you recognized this critical yin/yang relationship between on- and off-line WOM early, you're already ahead of the game. But as the digital world evolves, you better believe that this line between the on- and off-line worlds will continue to blur.
Have you seen new approaches that are bringing the on- and off-line conversation closer together? Let us know here...
Image Source: AdWeek "Walk the Talk"
