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 mediaStat99%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.CaseSurvey attribution under-reports brand: TV campaign spikes show up as 'Instagram'WarningA pre-purchase 'how did you hear about us' survey is the cheapest brand attribution toolPrinciple
Source
Marketing Definitions
standard marketing terminology
More from this source
DefinitionSEO (search engine optimisation)DefinitionGenerative engine optimisation (GEO)DefinitionTopical authorityDefinitionZero-click contentDefinitionDark socialDefinitionOrganic reachDefinitionEngagement rateDefinitionContent pillarsDefinitionEvergreen contentDefinitionSocial listeningDefinitionEarned mediaDefinitionInfluencer marketing