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Scholar-Journalist of Week – ‘The power of word-of-mouth marketing’

This week’s winner, Subhankar Chakraborty, shares his aspiration of pursuing career in the marketing field



Subhankar Chakraborty is a Computer Science Engineering student at the Apeejay Institute of Management and Engineering Technical Campus (AIMETC) in Jalandhar, Punjab, with a specialisation in Artificial Intelligence and Machine Learning. With a strong interest in marketing and business, the Apeejay student is fascinated to learn more and more about marketing and consumer psychology. The budding professional is ambitious and open-minded, who is constantly anxious to learn and experience new things. Hence, traveling excites him because it gives him the chance to experience new places and meet new people. At the same time, having a positive, motivated, and hardworking attitude, the Apeejay student is actively engaged in college life in addition to his scholastic endeavours.

Further, given his interest in the marketing field, Subhankar has recently written an article on ‘The power of word-of-mouth marketing’, in which he explained in depth why and how WOM (word-of-mouth) marketing is powerful and how businesses can leverage the same. Read edited excerpts of his interview as he explains why word-of-mouth marketing is critical for businesses  in the current scenario:

Why did you choose to write on this topic?

Because word-of-mouth marketing includes people suggesting goods or services to others through their own personal networks, it is a potent tool for businesses. By doing this, the company may improve sales and attract new clients without having to spend as much money on conventional advertising and marketing strategies. Word-of-mouth marketing has the ability to reach a broader audience and disseminate more quickly than ever thanks to the development of social media and online evaluations. That is crucial information for everyone interested in business or marketing.

Also read: The power of word of mouth marketing

In today’s digital age, is word-of-mouth marketing losing its essence? Or is it still a powerful tool?

Word-of-mouth marketing is still a potent technique for businesses to attract new clients and raise brand awareness, even in the current digital era. Word-of-mouth marketing continues to have a big impact on customer behaviour even if digital marketing channels have increased the methods in which organisations may reach consumers.

According to surveys, customers are really more inclined to believe suggestions from friends and family than they are conventional advertising strategies. This is due to the fact that word-of-mouth marketing is based on individual experiences and viewpoints, which are frequently seen to be more genuine and reliable than corporate messages.

Additionally, the popularity of social media has made it easier for consumers to share their opinions of and encounters with companies with others. People may now share their ideas and experiences with their friends, followers, and possibly a wide audience through social media sites like Twitter, Instagram, and Facebook.

So companies shouldn’t underestimate the power of word-of-mouth promotion in the current digital age.

What are the advantages of word-of-mouth marketing?

Word-of-mouth marketing is a very powerful tool that businesses can use in current time. By the favourable recommendations of pleased customers, it is an affordable and reliable approach to boost customer loyalty, brand visibility, and reach new audiences. In contrast to conventional advertising, which requires a large budget, word-of-mouth marketing is an inexpensive way for businesses to leverage the power of social networks and personal connections. Positive word-of-mouth can aid businesses in reaching new audiences, attracting more customers, and gaining the trust and regard of their existing customers. By focusing on specialized marketing initiatives like influencer partnerships or devoted customer programs, businesses can increase the effect of their word-of-mouth marketing campaigns. In general, word-of-mouth promotion is an effective strategy for businesses looking to build their image, cultivate client devotion, and promote growth.

Over the years, how has word-of-mouth marketing evolved?

With the growth of social media, online reviews, influencer and referral marketing, and personalization, word-of-mouth advertising has greatly changed. Word-of-mouth advertising now heavily relies on online evaluations, and influencer marketing may expand a brand’s reach and foster customer loyalty. The development of referral marketing platforms and tools has also simplified referral marketing. Word-of-mouth marketing has benefited from the increased importance of personalization, which enables businesses to target particular client segments with their content and offers. Word-of-mouth marketing is now more data-driven, scalable, and measurable thanks to technology and social media, but it is still a potent instrument for fostering consumer trust and loyalty. Brands may successfully engage with and expand their client base by utilising the power of personal recommendations.

Do you enjoy writing? What do you like about this activity? What kind of articles do you enjoy writing about and reading?

I love to write because it gives me the opportunities to use my knowledge and creativity. Writing provides me with a platform to display my skills and knowledge. The process of creating material is one of the elements of writing that I like the most. In order to accomplish this, difficult concepts must be reduced to manageable chunks that readers can relate to. I frequently learn more about the ideas I’m writing about as I go through this process, which enhances my comprehension and makes it possible for me to convey more effectively.

Marketing and Consumer psychology are the two subjects that I find the most interesting to study and write about as a computer science and engineering student with a strong interest in marketing and business.

Do you wish to pursue a career in marketing?

Yes, absolutely! It is a career that I’m seriously considering. There are many chances for creative, analytical, and strategic thinkers in the exciting industry of marketing. I would have the opportunity to work on a variety of initiatives as a marketer, including branding, advertising, digital marketing, and market research.

The marketing profession is diversified and offers the chance to work in a variety of fields, including technology, healthcare, entertainment, and more. I intend to participate in internships, volunteer work, and professional networking in order to pursue a career in marketing.

Overall, I think a job in marketing is tough and fulfilling since it will let me utilise my creativity, analytical abilities, and strategic thinking to support the success of enterprises. I can’t wait to start this trip and see where it leads.

These abilities enable people to build a following of devoted customers, raise company awareness, and encourage customer engagement. Word-of-mouth marketing is a potent instrument, and those who possess these crucial abilities can take advantage of promoting their goods or services more effectively.

Harshita is Assistant Editor at Apeejay newsroom. With experience in both the Media and Public Relations (PR) world, she has worked with Careers360, India Today and Value360 Communications. A learner by nature, she is a foodie, traveller and believes in having a healthy work-life balance.