More than half (64 percent) of marketers believe that it’s the most powerful tactic there is. It can turn customers into advocates and increases both trust and engagement.
Historically, word-of-mouth marketing wasn’t easy for brand managers to control, making it hard to measure.
Once a marketing initiative went live, much of it was out of marketers’ hands. It relies on brand marketers connecting with customers and customers connecting with their friends, so analysis became difficult across potential digital and in-person points of contact. It might seem impossible to tie the budget allocated to this tactic back to results, proving return on investment.
These challenges of old shouldn’t stop today’s marketers, however, but rather be encouraging. Mastering the potential of word-of-mouth marketing gives brand managers a substantial competitive advantage.
How does word-of-mouth marketing work?
Word-of-mouth marketing is the art of connecting with your customers at scale with the help of modern marketing tools such as referrals, social marketing analytics, social content and marketing automation.