We live in a world of instant gratification, and the modern day business world is no different. The internet has changed the way consumers make decisions. In my 23 years in advertising, I have always agreed that there is no greater advertising, than word of mouth. And now, research has shown that 88 percent of people are as likely to trust your digital reputation as they are to trust a recommendation from a friend. Taking that into consideration, you can quickly come to realize that word of mouth is now more important than ever before.