WOM is about empowering consumers in shaping your brand

Ivan Palmer

Word-of-Mouth (WOM) exemplifies a fundamental change in the consumer/brand relationship; its real, underlying power is that it delivers to consumers information they trust, by means of a one-to-one mutual exchange.

WOM is about empowering consumers in shaping your brand

Ivan Palmer

I didn't want to begin this piece with facts and figures, but it is difficult not to. Talk to anyone about word-of-mouth (WOM) marketing and you will soon be wading chest-high into a sea of numbers and statistics (see 'WOM facts and figures', below right).

As well as lots of numbers, there's no shortage of senior marketers with interesting views about the rise of WOM and social media. One of these, Fox's senior vice-president of audience intelligence, Melva Benoit, is overseeing a programme where 2,000 'loyal viewers' are being...

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