What is the purpose of word-of-mouth marketing?

The purpose of word-of-mouth marketing is to encourage customer discussions and recommendations. This type of marketing relies on the natural tendency of consumers to share their experiences and opinions about products or services with others. When customers have positive experiences, they are more likely to talk about them, which can significantly influence the purchasing decisions of their friends, family, and social networks.

Word-of-mouth marketing can foster trust and credibility because recommendations from friends or acquaintances are often viewed as more authentic and reliable than paid advertising. This organic form of marketing is powerful because it spreads information quickly and can lead to increased brand awareness and customer loyalty, resulting in higher sales.

In contrast, the other options represent different marketing strategies. Utilizing paid advertising is an entirely separate approach focused on creating controlled and targeted messages to consumers. Generating technical reviews of products is more relevant to product development and improving quality rather than fostering organic advocacy among customers. Improving online search rankings pertains to digital marketing techniques such as search engine optimization (SEO), which is not directly related to personal recommendations or conversations among consumers.