Word of Mouth advertising is rising in importance for marketers

Word of Mouth can be a powerful ally in a campaign, if it puts your product/service in a positive light.

Reports of media spending decreasing have been prevalent since fourth quarter last year. A handful of platforms have been, in contrast, increasing spending this year. One of those platforms is Word of Mouth (WOM).

Adweek explains that more and more agencies are focusing on WOM to better serve the clients. According to the research company PQ Media, WOM spending is estimated to reach $1.7 billion which is about 10 percent up from 2008. The same company speculates that spending will reach $3 billion by 2013.

Consumer package-goods, food and drink, finance, business-to-business services, electronics, telecommunications, and retail round out the leading categories list where marketers spend the most on WOM campaigns.

The CEO of the Keller Fay Group, which is a research firm that specializes in WOM, explains that, “The number-one way that consumers make decisions is through word of mouth. Brands realize that consumers are willing to engage with them in conversation, and they realize that they have no choice but to participate if they want to be a part of the consumer decision making process.”

It has been said that the most effective way to utilize WOM in a campaign is make it a part of a broader campaign. WOM is rarely as efficient if used as a stand-alone method.

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