Whispering Power: 3 Ways to Boost Brand Awareness with Word of Mouth Marketing in Taiwan

Word of mouth marketing (WOMM) has emerged as a potent marketing strategy, particularly in Taiwan. With a highly homogenous market for products and services, consumers face difficulty in making choices. As a result, they often rely on the recommendations of friends and family. In this blog post, we will explore why WOMM is so powerful in Taiwan, and introduce 3 ways how businesses can leverage it to build brand image and awareness.

Word of mouth marketing (WOMM) refers to the organic spreading of information about a brand, product, or service through interpersonal communication. It involves customers sharing their positive experiences, opinions, and recommendations with others, amplifying the reach and impact of a marketing message.

Why WOMM is powerful, particularly in Taiwan:

1. Homogeneity of Products and Services:

In Taiwan, various industries, such as cosmetics and skincare, offer a plethora of products with similar functions and price ranges. Likewise, there are numerous restaurants serving similar types of food, like hotpot. This product and service homogeneity makes it challenging for consumers to choose, leading them to seek recommendations from trusted sources.

Consumers in Taiwan want to avoid negative experiences and disappointment when making purchasing decisions. To mitigate risks, they research brands online and check reviews. However, the opinions of friends and family hold greater weight as they offer a sense of trust and reliability. Recommendations from personal connections help consumers feel more confident in their choices.

Influencers, also known as Key Opinion Leaders (KOLs) in Taiwan, play a significant role in WOMM. They have substantial followings and influence in various fields, ranging from fashion and beauty to food, travel, and niche interests like vegan diets. Collaborating with influencers allows brands to tap into their loyal followers and leverage their ability to sway purchase decisions. Influencers often feature brands and products on their social media platforms, such as Instagram, amplifying brand exposure and credibility.

UGC refers to content created by consumers who share their experiences with a brand or product on social media platforms or online forums like PTT or Dcard. This content, such as photos or reviews, is seen as genuine and influential by other consumers. By providing exceptional customer experiences, brands can encourage satisfied customers to share their positive experiences online, generating UGC that acts as social proof for potential customers.

Referral programs incentivize existing customers to refer friends and family, creating a powerful WOMM network. By offering benefits to both the referrer and referee, brands increase the motivation for people to refer others. These programs capitalize on the trust and personal connections within social circles, leading to an increased likelihood of new customers.

Word of mouth marketing is undeniably the most powerful marketing tactic in Taiwan due to the homogeneity of products and services, the importance of trust, and the desire to avoid negative experiences. Leveraging influencer marketing, user-generated content, and referral programs, businesses can harness the influence of personal recommendations to build brand image, awareness, and ultimately drive sales. Embracing WOMM in Taiwan is crucial for businesses aiming to tap into the immense power of interpersonal communication and capitalize on the deep-seated culture of trust and reliance on personal connections.

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