Word-of-mouth marketing needs more than lip service

Geoff Gray

I have read various definitions of word of mouth (WOM), and the one that resonates most with me for its simplicity is: “An unpaid form of promotion in which satisfied customers tell other people how much they like a business, product or service.”

The simple explanation that a satisfied customer can steer many new consumers your way is established business sense and should permeate the way a business structures and promotes itself.

Businesses have always sought to achieve this free marketing nirvana, but never has this been more crucial than in the new age of consumer empowerment.

The digital age has given a voice to consumers to spread the word about businesses or brands en masse. People are no longer confined to influencing their immediate social circle, which has prompted marketers to increase their focus on stimulating advocacy.