Variant of alternative marketing
            WOMM –         Buzz Marketing 
            WOMM –         Buzz Marketing        Stealth 
            Organic vs        (Amplified          Stealth       Viral Marketing
            Organic vs        (Amplified        Marketing       Viral Marketing
            Amplified          Womm)            Marketing
            Amplified          Womm) 
                      Guerella          Lifestyle       Experiential 
                      Guerella          Lifestyle       Experiential 
                     Marketing         Marketing         Marketing
                     Marketing         Marketing         Marketing
   WOMM 
    “the act of consumers providing 
   information to other consumers”
    yaitu tindakan konsumen yang 
   menyediakan informasi bagi 
   konsumen lainnya. (woma.org)
     Basic concept
     People are connected in what can be referred to as social networks of interpersonal relationships.
      Family members and friends interact on a regular basis, and people intermingle with work associates 
   daily. 
     There also are interaction patterns that are less frequent and less strong. We thus can think of social 
   relations in terms of tie strength.
      Consumers’ interpersonal relations range along a continuum from very strong ties (such as frequent and 
   often intimate communications between friends) to weak ties (such as rare interactions between casual 
   acquaintances).
     It is through these ties, both weak and strong, that information flows about new products, new 
   restaurants, recently released movies and albums, and myriad other products and services.
                                                            WOM is beneficial to a brand, 
                                                               and in such an event the 
                                                              objective is to facilitate as 
                                 Positive                   much positive information as 
                                                           possible and to build favorable 
                                                                “buzz” about a brand
                 WOM
                                                             Sometimes the influence is 
                                                                negative, such as was 
                                                              described in the previous 
                                 Negative                  sections on crisis management 
                                                                and urban legends and 
                                                                       rumors.