Warc Briefing: Word of mouth

This briefing offers an overview of the history, theories and key trends related to Word of mouth. It traces the history of word of mouth marketing including the use of buzz agents, net promoter scores and the theory of seeding.

Warc Briefing: Word of mouth

Definition:In a marketing context, word of mouth (WOM) refers to all communications about a product that are made on a consumer-to-consumer level. It occurs both online and offline.

Quick facts

  • An international study from Millward...
Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands