when a diner has a wonderful time at a restaurant because their expectations were exceeded and later tweets about it or when someone had a great experience using a product in a new way and tells everyone they know about it those are examples of word of mouth marketing also word of mouth marketing does not stop at the first interaction it tends to lead to a cascade of follow on interactions 
the encouragement on the part of a company may take one of several forms the best way is to give them a reason to talk such as exceeding expectations or providing insider skills or information about a product other strategies include offering consumers new ways to share information about a company s products and services and engaging and interacting with the consumer such as through exemplary customer service this is especially valuable with social media based customer service which provides for seamless sharing and promotion benefits of word of mouth marketingeighty eight percent of people around the world said they trust recommendations from people they know earned media above all other forms of advertising according to a 2021 nielsen study this shows just how effective word of mouth marketing can be 1consumers are more emotionally bonded to a company when they feel they are listened to by the company that is why many companies will have sales representatives discuss their products and services with consumers personally or through a feedback phone line this kind of interaction as well as promotional events can stimulate conversations about a company s product there is a significant temptation to fabricate word of mouth marketing accordingly the word of mouth marketing association womma crafted a code of ethics checklist for the industry advising that the best word of mouth marketing strategies are credible social measurable and respectful and there is no excuse for dishonesty 2wom marketing expert andy sernovitz has boiled down womma s code of ethics into three key rules to avoid issues 