Word-of-Mouth Marketing

Definition

A marketing method that relies on casual social interactions to promote a product.

Information

This method has been in place even before the advent of the Internet, and is widely touted as the most effective form of marketing. A person is more likely to believe something that comes from a person that he knows or respects, instead of a canned source like commercials and print ads.

A traditional promotion campaign for a concert tour would entail distribution of fliers, filming of TV commercials, and publishing print ads in newspapers. However, word-of-mouth advertising has become even more powerful with the advent of online social networks. To cite a good example, late night TV host Conan O’Brien was able to sell out ALL of the tickets in ALL of his concert venues just by sending out a single tweet. This then got re-tweeted on Twitter and shared on other social networks. The concert tour was held in mid-2010, just a few weeks after he was axed at NBC. Because of word-of mouth, brand awareness for “Conan O’Brien” spread like wildfire – and it only took 140 well-crafted characters.

see also: Social Media Tools

Courses

Social Media Marketing Courses – compare at the big list of online courses.

Related Terms

view all terms in the Social Media Marketing glossary or all terms in the Digital Marketing glossary

Articles

Word of Mouth Marketing
Social Media Explorer (May 11, 2011)

Word-of-Mouth Marketing Evolution
Forbes (May 21, 2009)

Word of Mouth Cheat Sheet (Agent Wildfire)
SlideShare (July 2007)

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