Word-of-mouth (WoM)
DefinitionContent & Social
Word-of-mouth (WoM)
Customers recommending, mentioning and warning about brands in their own conversations - the oldest and most trusted medium. Largely unbuyable and mostly invisible to attribution (see dark social); marketing influences it indirectly through product quality, fame and things worth retelling.
Evidence from the library
Own product experience and word of mouth score highest on brand impact; print ads, OOH, online ads and sponsorship score lowestStat40-43% vs 20%Four in ten Gen Z, Millennial and Gen X consumers discover new products on social mediaStat17% lead / 54% supportChaos-winning work leads with owned media and leans on social for amplificationStat+22 pp / 49%A creator saying the brand name out loud lifts brand linkage by 22 points - half never doStat99%Wall's Ice Cream: social media drove nearly half of campaign sales, and almost all of that social effect came from paid advertising, not organic or viral spread.Case
Source
Marketing Definitions
standard marketing terminology
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