Is it word of mouth?

If it stops when you stop paying for it - it's advertising.

If it grows on its own - it's word of mouth.

(Hmmm... you could replace "advertising" with "prostitution" and "word of mouth" with "love".)

Comments

Andy Sernovitz said... (Apr 17, 2008 8:08:12 AM)

Yes, I know, I've just pissed off all the advertising types. Sorry. Sort of. ;-)

Lance Weatherby said... (Apr 17, 2008 9:50:07 AM)

I don't know if it is as simple as that. I well crafted advertising campaign can certainly be integrated with word of mouth tactics in such a way that your word of mouth is positively correlated to the advertising.

No marketing occurs in a vacuum.

Bob Troia said... (Apr 17, 2008 10:39:28 AM)

Andy,

As a fellow WOM and social media marketer, I'd say I agree with you about 95%. I recently drew up a little diagram that complements your post as a visual aid :)

http://www.socialmediaplayground.com/research/word-of-mouth-marketing-effective-versus-cheap/2008/04/08/

Josh Klein said... (Apr 17, 2008 10:47:03 AM)

Andy,

I think there is a bit more to paid marketing than advertising. As Lance eluded to above, there is plenty of room for integrating WOM and advertising without feeling like, or being, an advertising whore (pardon the expression). In addition, marketing by creating valuable content and tools for your customers and letting them know about it is a great way to kick-start WOM in a way that is good for everyone, even if it costs money.

This brief post seems to suggest a "build it and they will come" fantasy. I read your book (and enjoyed it) so I know there is oh so much more to it than that.

Anyway, love costs a few dates first :)

BIG Kahuna said... (Apr 19, 2008 1:46:49 PM)

Well as a branding guy I still believe an integrated multi-tiered approach works best. There is no one tactic that works best. And who's to say that the ad campaign didn't just create new brand ambassadors that are spreading WOM?

Everyone wants WOM but it's not the be all for sure. How many times has a friend recommended a restaurant that you thought stunk? Or a car that wasn't all that a friend said it was?

An effective intergrated brand strategy will always be your best bet. Part of that could certainly be WOM.

Pepe said... (Apr 22, 2008 1:28:48 AM)

Very great sentence, thank you