Artisan Marketing Communications offers clients PR and marketing communications advice, practical support and implementation.

Monday, March 26, 2007

Word of mouth of marketing neatly packaged

Word of mouth is the most effective form of marketing and one that is beyond control of the marketing corporations, right? Wrong!

Well, Marketing Week has reported that 43% of Fortune 500 US companies are using agents to act as their word of mouth. Agents are not paid but receive product samples. Then, the theory goes, they will advocate the product to their friends and family. If you cannot trust a family member or friend, who can you trust?

The US craze will supposedly overwhelm us soon.

But what if the product is rubbish, do you still give positive reviews?

All agents must say they are part of the campaign to keep its integrity. Surely, it is not word of mouth then, just advertising by other channels. Word of mouth works because it is prompted by a service or product being exemplary or because you wish to help others, not only yourself.

Read with gaped mouth here for more information.


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