Trends Report

Clear The Word-Of-Mouth Marketing Haze

WOM Is An Umbrella Term To Describe Three Different Types

November 21st, 2016
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
With contributors:
Melissa Parrish , Ryan Skinner , Wei-ming Egelman , Laura Glazer

Summary

Since Forrester defined the word-of-mouth (WOM) marketing space a year ago, the landscape has only become more confusing. Marketers are unsure how to differentiate between WOM marketing types and what each can deliver. Vendors muddle the landscape with their myriad offerings and terminologies. This brief helps marketers delineate the space and decide if a WOM marketing program is appropriate for them — and if so, which one.

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