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The Secrets of Word-of-Mouth Marketing, 2nd Edition by George SILVERMAN

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CHAPTER 16

Tips, Techniques,and Suggestions ThatWill Make It Easier

Who Can Help You ConstructWord-of-Mouth Campaigns?

Although they were once the mortal enemies of word-of-mouth marketing, advertising agencies have now gotten on the bandwagon, and say that they are Internet marketers who are into “viral marketing.” I’m sure there are exceptions, but I’m highly skeptical and believe that claim is usually hype, which they are good at.

Traditional advertising agencies tend to understand mass media, not interactive one-on-one marketing and certainly not out-of-control word-of-mouth campaigns. PR agencies tend to understand how to get stories inserted into media, but most lack the specialized understanding needed for word-of-mouth events.

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