Word of mouth is one of the most trusted forms of communication. Period. When utilised as a marketing channel, it has time and again proved to be the most effective and powerful way to reach out to consumers.

Everyone is influenced by recommendation:
* 90% trust their spouse
* 82% trust their friends
* 69% trust their work colleagues
however only…
* 27% trust manufacturers/retailers
* 14% trust advertisers and
* 8% trust celebrities
(Source: Henley Centre).
Word of Mouth really is a key driver of your brand and sales performance. Studies out of Harvard and the London School of Economics, across multiple categories and geographies show that the level of positive recommendations (measured by Net Promoter Score) for your brand can explain 79% of your sales growth.

The only path to profitable growth may lies in a company’s ability to get its loyal customers to become, in effect, its marketing department (Source: Fredrick Reichheld. HBR. “The One Number You Need to Grow”) Companies with relatively high net promoter scores grew 4 times as fast as companies with low net promoter scores
(Source: Advocacy Drives Growth)

A WOM message has 10 times the impact of a general broadcast! We trust our network to give us good information about products. As a result word of mouth is very persuasive in driving a brand decision.
(Source: EURO RSCG)
Product proliferation, market complexity and lower trust in advertising have resulted in a greater reliance on the ‘influential’ people around us to help guide what we do and buy.
* 93% of customers identify word of mouth as the best, most reliable and trustworthy source for ideas and information on products and services
* That’s up 26% from 25 years ago
(NOP World)
People only tell others about stuff that is interesting and they even tailor the message to them. This means less wastage and much higher ROI.

Right people, right place, right time, right message

Today WOM can be harnessed and can be made scaleable through advances in both technology and consumer research. With the rise of broadband penetration, it is now possible to efficiently identify and engage with Influential consumers (even if the product experience is physical). The advent of Web 2.0 has given rise to an environment where consumers desire to be actively involved: listening and engaging to have an influence. With growing media fragmentation and consumer cynicism towards traditional advertising messages, the time has never been more appropriate to actively engage your consumers to enthuse and share about your brand