Is WOM Just a Buzz?

Word of mouth. The most under-rated form of marketing in the modern age or just another transatlantic buzz-phrase? How far does a marketing message reach through word of mouth? To whom? Does it make a difference if the person spreading the message is an Influential? And is that category-dependant? (After all a person who is an automotive Influential may not be an IT Influential).

Is WOM Just a Buzz?

Ed Keller The Keller Fay Group

Simon Chadwick Cambier LLC1

INTRODUCTION

The marketing community – especially in the US, and increasingly in other parts of the world – is buzzing about word of mouth marketing. The Word of Mouth...