The Digital Echo of Word-of-Mouth Marketing

Samuel Khamala

August 31, 2025

In the past, word of mouth (WOM) was something businesses wanted but could not easily command. However, the digital era has transformed WOM marketing to an extent where it is now possible to monitor and implement strategies, making it a strategic tool. In a matter of hours, endorsements, influencer sharing, and reviews have the power to reach thousands and potentially even millions of customers. Companies like Nike and Apple are good examples as they run campaigns encouraging user-generated content, in which customers are the brand's mouthpieces. The messages conveyed are those of genuine experiences rather than carefully crafted images in commercials.

In addition, a small business can also greatly benefit from word-of-mouth marketing in the digital space. Re-sharing the Instagram story of one of their customers, a small business, like a restaurant, increases the exposure of a recommendation the customer has given. In the case of a referral, just one positive review can persuade innumerable consumers. The beauty of marketing in the social media era is that it is possible to have transformational recommendations to offer your services and goods.

The benefits may be embracing, but they do come with drawbacks. Indeed, some companies today disguise their marketing efforts around what is commonly referred to as influencer marketing. A prime example of this form of marketing is when companies pay influencers to showcase their products or services and term what is showcased as an "authentic" experience. While transparency is enforced, and the perception of the user is what is being aimed for, the audience is never able to differentiate clearly between the said marketing and the actual content. The implication for marketers, notably, is quite apparent: the creation of genuine experiences that readers truly want to discuss matters the most. Companies that accomplish this can gain devoted groups, while those that do not manage this risk lose trust. The main idea is that chatting and public text gossip on the web is like a monument, enhancing reputation.

Instructor Topic: In the "Managing Personal Communications" chapter in the Kotler and Keller's text, they talk about "word of mouth" as a powerful marketing communication tool. How have marketers (of both large and small organizations) taken advantage of word-ofmouth communication in the digital age?