Word of mouth is hyper-relevant: The recommender customizes the recommendation to fit the receiver’s perceived needs. No other form of marketing is as personalized, and consumers increasingly desire personalization.
Positive word of mouth saves the recipient time by giving him/her a referral and recommendation, eliminating some or all of the research needed to make a sound decision.
trust recommendations from people they know
of those consumers
will act based on recommendations from people they know
more likely to take action
from a WOM recommendations vs. an advertisement.” —McKinsey