Does Content Matter? April 21, 2009
Posted by Mark Blei in : Uncategorized , add a commentDoes Content Matter? By Josh Chasin via MediaPost 04/15/2009
Heard It Through The Grapevine July 15, 2008
Posted by Mark Blei in : Uncategorized , add a commentSo this guy I know told me that he heard from a very influential friend of his that all the buzz on the M15 bus last week was about Word of Mouth (WOM) marketing. Some people call it conversational marketing; others call it “listening to the consumer.” (And from there it’s just a hop, skip and jump to social media, CGM, and “Web 2.0.”) So today I came to an Advertising Research Foundation workshop on WOM marketing, because I’m easily influenced.
So why all the buzz about buzz?
Well, it is axiomatic that “the best advertising is word of mouth”; even your grandmother knows that. Now, though, marketers are attempting to harness — to deploy — this channel in a fashion that is a quantum degree more proactive than ever before. We all understand what B2B is — business-to-business marketing. We all probably see ourselves as working in either B2B, or in B2C (business-to-consumer) marketing. WOM is something many of us haven’t thought about before — C2C. Messages are diffused from consumer to consumer, and while the advertising environment grows increasingly cluttered and fragmented, people still talk to (and listen to) friends, relatives, colleagues, co-workers, strangers on the bus.
The WOM space, I think, is comprised of two halves. One half is the seeding and generation of “buzz” (which can include “guerilla” and “viral.”)
The other half is the piece that most interests me:
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