I pointed to this discussion thread [corrected link, see comments below] about Word of Mouth the other day. I wanted to share Paul Marsden's contribution here.

Skeptic says - "'WOM' IS just a buzz phrase, just keeps consultants in employment. Clients like me need real facts and need to use proper, paid for communications."

Hello Skeptic person - so you've obviously read the Deutsche Bank study that shows that only 14% of 'proper paid for communications' (mass marketing) show a positive return on investment.

And you've no doubt read that in the UK - word of mouth recommendation rates actually predict revenue growth (validated in the banking, supermarkets, phone network and car manufacturing sectors) - whereas the amount you spend on 'proper paid for communications' don't.

And you know, of course, that because positive WOM is the consequence of delivering an experience above expectations - it means its the ultimate acid test in marketing. You can't hype and spin your way out of mediocrity when it comes to WOM - you have to deliver a superior product or service experience.
Tough medicine for marketers who reduce their discipline to doing ads.