Online word-of-mouth and viral marketing

Word-of-mouth marketing, where consumers positively talk about organisations, products or brands to other consumers, is considered one of the most powerful forms of marketing communications. While other consumers may be considered less knowledgeable about products or brands than the organisations that sell them, they are also considered more trustworthy. If a friend recommends a brand to you, you are less likely to think they have ulterior motives and may therefore be more inclined to believe them.

Digital technologies have increased the potential reach of word-of-mouth marketing considerably. Whereas in the past, one consumer might talk to several others about an organisation, what it does and what services it offers, social media now allow that same consumer to speak to potentially hundreds (in some cases many thousands) of ‘friends’ or followers. These friends and followers may then share the message with their friends and followers. Thus, positive (and negative) messages about a brand or an organisation can be amplified exponentially.