Push WOM frontiers by tapping into passions of brand advocates

Molly Flatt

In order to effectively engage in Word-of-Mouth (WOM) marketing, brands must learn a new language of sustained, emotive engagement.

Push WOM frontiers by tapping into passions of brand advocates

Molly Flatt

Semantic nitpicking is usually irritating, but in the case of word-of-mouth (WOM), it is essential. Too many digital terms have been appropriated to mis-describe a discipline that needs a lexicon all of its own.

If they are to truly become conversational, brands need to start learning the language of sustained consumer engagement, with a vocabulary based on the behaviours, psychology and geography driving the socially sophisticated consumer mind (Figure 1).

Figure 1: Good and bad words

Imagine that you want to communicate, and eventually trade, with a far-flung...

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