"I heard it through the Grapevine"

Whenever I go through the traditional Souqs in Casablanca, I am amazed on how fast new products and trends get spread. Most often such products are rarely advertised. The popularity of successful products and brands are spread mainly from word of mouth.
This is not just true with mass consumer products. I had a similar experience with my own company in Morocco, when we first introduced new moped models in the market. We initially did just a small market trial. But during this trial period the motorcycles become successful very fast and the word spread of the quality, features-rich and price value that was been offered. The demand quickly grew. Although we had originally made plans to launch a marketing communication campaign using advertisements, we soon found out that this costly effort had become redundant. Instead we concentrated in trying to get a better feel for the word on the street and worked on ways of staying on top of it.
The informal word of mouth marketing communication is far more important in North Africa and Middle East than it is in Europe or the USA. Social networks are much more broader and more widespread in the Arab Culture.
Unfortunately, it is a communication system over which one does not have any control over. However, one can pay closer attention to the word on the street and gather information on what opinions are being built up through this organic network. Often the consequences are that through this network, products and brands, which are perceived to be "good" have their market value and reputation amplified, but the reverse is also true.