The importance of building a brand through Word of Mouth (WOM) can't be underestimated. In a recent Ad Age article, a study conducted by MarketShare proved that WOM drives sales. They studied several different brands and found that Word of Mouth increased marketing effectiveness up to 54%. Until this study, it was difficult to measure if what people say to each other about their brand experience has a direct effect on sales. We know WOM has a direct effect because we experience it ourselves in everyday life.
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