Word-of-mouth marketing needs more than lip service

The article argues that Word-of-Mouth (WOM) needs to be integrated into the whole brand development process, not tacked on as an afterthought.

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...

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