Word-Of-Mouth Takes On A New Meaning In The Digital Age

Social media has significantly changed the way that companies are trying to get the public’s attention. Word-of-mouth has always been the most powerful way for brands to attract new customers and strengthen brand loyalty. The advent of

has created a new opportunity for firms to spread brand love faster and further than ever before.

Many retailers are using “affiliate marketing” in order to get their products in front of customers without using traditional advertising methods. Instead, the companies allow bloggers to use custom links to their websites in their posts and give them a cut of anything one of their viewers buys.

Bloggers who are considered “influencers,” or those whose readers are actively engaged and trust the blog’s view, earn a larger percentage than those who are just beginning or have a disengaged audience. By encouraging big names on social media to link to their products, companies are hoping to generate positive brand associations through today’s version of word-of-mouth marketing.

is looking to satisfy advertisers eager to gain exposure in this way; the company

Niche, a startup that connects social-media celebrities with advertisers. The site helps brands identify an online influencer whose following and personality matches their brand message and then connects the two to create a marketing partnership. The more than 6,000 social media personalities included in Niche’s database include influencers from all corners of the web from

to

, making the company’s draw for marketers all the more enticing.