Word of mouth has always been an incredibly powerful marketing tool.
We’re far likelier to trust a product recommendation from a friend, neighbor, loved one, or even acquaintance than we are from even the slickest sales associate.
There are a few reasons for that, but it’s primarily because we know deep down that other consumers probably aren’t trying to sell us anything.
As a result, we’re far likelier to take their testimony at face value.
Thing is, until recently there wasn’t really any reliable way to tap into word of mouth.
Sure, we had product testimonials in magazines and on TV, but those always came across as sort of fake. We had no way of knowing whether or not the people ranting and raving about their brand were paid actors; ultimately, the people giving out those testimonials were little different from salespeople or billboard ads.
They were talking at us rather than to us. Continue Reading →