Your close friends’ recommendation on products or services seems to be trustful as they tell based on their trials. If it is possible, you are likely to always ask to your surrounding people at first before purchasing something. In the previous time, of which the presence of internet was not as popular as today’s usage, people were limited to the distance and far from their friends whom they want to ask. It was actually still possible to call or to text them, but it was more complicated than the current practices. Today you can easily find what your close friends recommend you on their social media such as Facebook. You can imagine that you promote your products or services by working in partner with best Facebook ad agency and you have a lot of friends to recommend them to another.
If you really own good products or services, it is just a matter of time to obtain the higher demand as you get them into online media. The possibility of obtaining the word of mouth is higher as the user accounts of online media are possible to share and to comment on your products.
Instead, you should also be careful with some bad fake comments which possibly get your brand into bad image. In this case, you should not be worried as most online media provide the users the feature of report. By this way, you can follow up those bad comments to remove by the social media.
The key here is on your products or services. As the marketing becomes easier in the digital era, what you offer will win the market if the customers really need it. If the quality of your offer is better than the others, it is possible for you to gain more loyal customers and even advocating customers that always say something good about your offer.