It’s not that word of mouth is now a trend. It’s been there for ages; definitely in a different way of course starting from biblical ages. But things have definitely changed along the way. The way it was perceived; the way it was spread; the way it got assimilated in our culture. And of course authors writing about it, made hell lot of difference in the way companies took it as an important marketing tool- be it in form of viral like “dove-evolution to onslaught” campaign orWe didn’t start the viralcampaign to name a few in recent times.

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But there has been a shift in the way it used to be spread then and now. I call it “The Pond-Ripple Effect“. To simplify the concept, few things have to be kept in mind. First, a news/information which has to be spread is more like a story which is passed along the way like a baton. Secondly, the target audience is more like a pond along whose contours we are going to play with (metaphor).

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So, we are already there to demystify the strategy. Supposedly, a story (here it is like a stone) is thrown to a target audience (the pond) through various means of media to create a ripple effect i.e. some sort of hype (may be good or bad). Generally, the stone is thrown in the middle of the pond to create maximum ripples. But sooner or later it fades away because of media proliferation and lack of customer attention.

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So what do we do now? No, we are not heading towards the dead end. Take this case into consideration. Supposedly, the same story is thrown towards some opinionated evangelists who forms the boundary of the target audience (the pond). Now what may happen is this- Since marketing today has become more of a reflection of social paradigms and we believe more on peer recommendation, so these stories will keep on adding new values all the way through in the pond with bigger & better ripples.

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So at the end of the day, your target audience knows about you; credibility is duly manifested since in every culture we follow some figures who are most often than not opinionated and at the end of it, you are creating conversations which makes “Meaning beyond Money”.

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