Bringing marketing communications back to its roots – innovation through word of mouth

Powrót komunikacji marketingowej do jej korzeni – innowacja poprzez komunikację nieformalną

The expansive, rapid changes driven by digital technologies and consumer resistance to advertising result in the implementation of new strategies in marketing communications. Brand ambassador programs represent an important emerging trend in marketing practice, yet they remain underexplored in academic research. This study clarifies the differences between different WOM marketing practices and illustrates three case studies of brand ambassador programs in which ordinary individuals are encouraged to spread positive eWOM as examples of recombinant innovations. By showing their structure and effects, this research provides marketers with concrete guidelines on how to incorporate brand ambassador programs in innovative marketing communications.

Szeroko zakrojone i szybkie zmiany wywołane przez technologie cyfrowe oraz rosnąca niechęć konsumentów wobec reklamy prowadzą do wdrażania nowych strategii w komunikacji marketingowej. Programy ambasadorskie stanowią istotny, kształtujący się trend w praktyce marketingowej, wciąż niedostatecznie zbadany w literaturze akademickiej. Niniejszy artykuł wyjaśnia różnice pomiędzy różnymi formami marketingu szeptanego oraz przedstawia trzy studia przypadków programów ambasadorskich, w których zwykłe osoby są zachęcane do rozpowszechniania pozytywnej komunikacji nieformalnej w środowisku cyfrowym, jako przykłady innowacji rekombinacyjnych. Prezentując strukturę i efekty programów ambasadorskich, artykuł dostarcza marketerom konkretnych wskazówek dotyczących ich wdrażania w ramach innowacyjnej komunikacji marketingowej.

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