One of the most fascinating things about advertising is the impact of 'Word of Mouth' – or in today's reality, 'Word of Mouse'. No matter how you cut the data, of all the potential touchpoints a consumer can come in contact with, Word of Mouth (when present) has one of the strongest in-market effects.
 
The great thing is, is that Word of Mouth is so much broader a behavior than just virality. We see that great advertising demonstrates huge potential for a sharing effect, because of its social or story-telling value, or what Ipsos ASI terms ‘re-transmission.’ This is a powerful influencer: the sharing of the ad’s content from a trusted source becomes an endorsement of that product or message. The result? A multiplier effect on both ad reception and response.
 
In this Interview With An Expert, Wendy Swiggett, Senior Vice President of Global Ad Testing Development, discusses her fascination with the power of 'Word of Mouth' and how best to harness it to your advantage.