What is Word of Mouth Marketing (WOMM)?

Using marketing investment to increase advocacy of your product.

It's about the 2nd 'M'. Word of mouth has always existed. What is different, now, is the 2nd 'M' - word of mouth marketing.

WOMM targets people who recommend more (influencers), provides information that will influence (content) and leverages the right moment (context) to create more conversations. And that's important because WOM is 5 times more effective at getting people to try new products and services than advertising.