A talk between two people to advertise a product or service. “Hey, I really enjoyed that movie,” for example. You should look into it.” WOM marketing (word-of-mouth marketing) can be natural. It can also be scripted and directed by a brand. Influencer marketing is a common sort of WOM marketing in social media marketing. A reputable expert or celebrity is compensated for sharing their thoughts on a product or service. WOM marketing requires authenticity to be successful, thus it isn’t always as upbeat as other sorts of marketing communications.