Last year I recommended Jonah Berger’s fantastic book Contagious: Why Things Catch On, which discusses how to generate word-of-mouth marketing for your product. It is a particularly valuable book for mobile game companies, where word of mouth is often credited with the success of a product (see Flappy Bird) but is a virtual black box, with most companies considering it a matter of luck. Rather than luck, Berger shows how you build a product or marketing campaign to generate word-of-mouth success.
Word of mouth is the primary factor behind 20 percent to 50 percent of all buying decisions, according to Berger, and probably an even stronger force in games. Berger shows that while traditional advertising is still useful, word of mouth from everyday consumers is at least ten times more effective. Continue reading “The key to growth: word of mouth”