/en/glossar/reachWord of Mouth (WOM) in Marketing – The Power of Word of Mouth
Word of Mouth (WOM), also known as word-of-mouth advertising, refers in marketing to the dissemination of information about products, services, or brands through personal recommendations. In contrast to traditional advertising, WOM is based on authentic, voluntary statements from consumers and therefore enjoys a particularly high level of credibility.
Recommendations from friends, family, or colleagues often influence purchasing decisions more strongly than advertising messages. Studies show that consumers are more likely to trust products or services rated positively by other customers. This form of referral marketing is particularly effective because it is directly based on trust, satisfaction, and personal experience.
WOM can take place both offline (e.g., through conversations) and online (e.g., through reviews, social media, or forums). Especially through social networks, the reach of WOM has significantly increased. A single positive post can go viral and reach a massive audience – just like a negative one.
In marketing, Word of Mouth is strategically used to increase reach and brand awareness. Measures include, for example:
Campaigns with influencers or brand ambassadors
Customer reviews and testimonials on websites
Referral programs with incentives (e.g., discounts)
Experience marketing that encourages positive word-of-mouth
The prerequisite for successful WOM is a convincing product or experience. Only those who provide added value will be recommended. Companies should therefore focus on quality, customer satisfaction, and customer service.
WOM is cost-effective, sustainable, and credible – a powerful tool in the marketing mix that contributes to brand building and customer retention in the long term.