If advertising is great in generating awareness, then word of mouth marketing is great in persuasion.
What your friends say about a product has more weight than an ad message; and the “friends” I’m referring to don’t necessary have to be the people whom we personally know.
We very often find ourselves searching for product reviews, which we find convincing enough to influence our purchasing decisions.
McKinsey and Co. estimated that 2/3 of the economy are influenced by personal recommendations, which are now more easily made and found through social media.
The slides below offer insightful information and case studies on word of mouth marketing:
