American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

What percent of all word-of-mouth advertising is online?

1. 70%

2. 7%

3. 25%

4. 50%

The correct answer is: 7%

The assertion that 7% of all word-of-mouth advertising is online reflects the understanding of the distinctions between traditional and digital conversations about brands. It highlights the significant role that offline interactions still play in how people discuss products and services. Despite the rapid growth of social media and online platforms, where consumers can share opinions and recommendations widely, most word-of-mouth communication continues to occur in face-to-face settings. This statistic underscores that while online platforms are crucial for marketing strategies and can amplify conversations, the majority of personal recommendations and discussions still happen in physical environments. This points to the importance for marketers to not only invest in digital channels but also to foster genuine experiences that encourage offline discussions among consumers. Thus, the figure accurately encapsulates the current landscape of word-of-mouth advertising, reflecting the reality that despite online conversations being impactful, a substantial amount of influence continues to thrive through conventional, personal interactions.