Impact of Word-of-Mouth Marketing on Brands

Post by Caterina Merenda, Marketing Specialist

Consumers trust brands that they’ve heard good things about. They trust product reviews, what friends say, and other consumers’ negative and positive experiences. According to eMarketer, word-of-mouth marketing is the number one purchase decision influencer in the US, the UK, Brazil and China.

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Since word-of-mouth marketing has such an impact on what consumers buy, brands should be aware of how they’re represented. The way brands present themselves to the world may not be the same way that consumers talk about them.

A brand needs a solid marketing strategy along with positive feedback from their consumers in order for a product or service to sell. An ad can be provoking and informative, but if consumers aren’t happy with the product, they’ll spread that negative experience to their friends, family, social media, etc. People listen to people more than they do a company’s message, which is why it’s so important to make sure that the consumer’s experience is a great one.


According to Forbes, marketers need to focus on these three E’s in order to promote a positive brand experience:

  • Engage: Work with your consumers to understand what they want and what they don’t like. See how they respond to your brand and other brands.
  • Equip: Give them something to talk about, whether it’s something funny, viral, empowering, inspiring, etc.
  • Empower: Find new and interesting ways to get consumers talking through social media. Instead of getting your consumers to just talk about the product or service you’re selling, get them to talk about different aspects of it. Get creative!

Every part of a campaign can create a positive experience. Creating paid search ads that really speak to what the consumer is searching for can have a great impact on your CTR; if they feel the ad directly speaks to what they need, they are more likely to click through.

The same goes with SEO – if you optimize your site, you’re more likely to rank higher in the search engine results page (SERP) than a brand who hasn’t optimized their pages. By presenting information that your consumer needs based on their search, you’re already on your way to creating a better experience for them.

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