In this summary you will learn
- What word-of-mouth advertising is
- Why it works
- How to start a word-of-mouth marketing campaign
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Why you should read Word of Mouth Marketing
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| People love to talk. Now, thanks to the Internet, they also like to post reviews about the products and services they have experienced. This combination of people talking and a new democratic medium has helped create a variation of marketing based on word-of-mouth. Of course, any good business owner recognizes that word-of-mouth, or customer referrals in the old lingo, is a time-tested form of marketing. But the new twist is that, thanks to increased ad costs, more intense competition and smaller budgets, marketers are stretching to develop new tactics. Enter author Andy Sernovitz and the word-of-mouth concept. The author contends that this is a novel idea, but is it really new? Probably not. Most of the ideas are self-evident and Sernovitz tends to repeat them. While getAbstract loves a new thing, readers instead might see this as an updated look at a known phenomenon: the power of neighbors who talk to each other. |
About the Author
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Andy Sernovitz is the CEO of an association for word-of-mouth marketers. He taught Internet entrepreneurship at the Wharton School of Business and is a 15-year veteran of the interactive marketing business.
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