Word of mouth plays an increasing role in the marketing strategy of many companies and ranks high in the priority lists of modern marketers.
Although word of mouth is still predominantly an offline matter, the growing role of online media, the network economy, the increased focus on the customer and the explosion of communication channels all have an influence on the rise of word of mouth marketing (WOM).
Remembering that word of mouth is primarily something that simply ‘happens’, we know that today word of mouth marketing campaigns can be created, seeded, steered, monitored etc.
And since so many surveys have shown that word of mouth campaigns have a very good ROI it’s obvious that it’s such a hot topic.