Saturday, October 3, 2015

MBPT Spotlight: How Hispanics Are Powering Word of Mouth

A 2014 study conducted by the Word of Mouth Marketing Association (WOMMA) found that word of mouth marketing drives 13% of consumer sales and amplifies the effect of paid media by 15%. But what exactly is word of mouth?

Word of mouth, or WOM, is any form of talking about a brand; whether that's conversations that take place online, in-person, over the phone or via text.

These consumer "conversations" have proven to be essential to a brand's overall consumer performance. Even more interesting, is the fact that Hispanic consumers in particular, are leaders in brand WOM conversations.

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