What it means in plain language
Word of mouth marketing is activities aimed at stimulating natural conversations and recommendations regarding a brand, product or service.
Where it genuinely helps
Word-of-mouth marketing should grow from genuine recommendations; disguising paid promotion as opinion damages trust and may breach law.
What to decide before acting
Create an experience worth recommending, label partnerships and give people useful material for telling their own story.
How to tell whether it works
Monitor recommendation themes and quality, referral traffic, sales and signs of synthetic accounts or copied comments.
