Comments on: The ultimate type of advertising (hint: it starts with “word” and ends with “mouth”) http://www.amplify-interactive.com/2007/10/09/the-ultimate-type-of-advertising-hint-it-starts-with-word-and-ends-with-mouth/ Amplify-Interactive helps keeping you informed about recent news & trends of the search marketing industry Fri, 30 Jul 2010 18:53:56 -0700 hourly 1 http://wordpress.org/?v=3.0 By: Scott Pearson http://www.amplify-interactive.com/2007/10/09/the-ultimate-type-of-advertising-hint-it-starts-with-word-and-ends-with-mouth/comment-page-1/#comment-52 Scott Pearson Wed, 10 Oct 2007 08:35:31 +0000 /?p=130#comment-52 Christian, thanks for this, I enjoyed the read and hadn't previously picked up on the emarketer report. For me in a B2B context WOM is increasingly powerful because 1) there are so many messages that people tune out, they want to turn to someone they trust and respect. 2) Even if people listen to your pitch/advertising they see it as the same as everyone else’s – the reality is that there’s really very little differentiation no matter what spin the marketers put on it 3) People are increasingly sceptical "you would say that wouldn’t you – you’re trying to sell me something" 4) People are better connected and networked than ever before and can reach out for independent opinion far more easily than has ever been the case in the history of Marketing! What makes WOM compelling for a Marketer in the B2B space is that it’s possible to invest the effort and research to identify who are the most influential people in your market place and then target them to increase their advocacy towards you. Not pitching to them because that’ll just turn them off and make them run away, but reaching out to them with insight that adds value in the context of their agendas. At this point let me be upfront and say I am involved with a Marketing Consultancy that leads the practice of "Influencer Marketing". There’s a white paper on www.influencer50.com called "The Insanity of Marketing" that sets the context for targeting Influencers, it’s a little provocative and might make you smile! Comments? Cheers, Scott. Christian, thanks for this, I enjoyed the read and hadn’t previously picked up on the emarketer report.

For me in a B2B context WOM is increasingly powerful because 1) there are so many messages that people tune out, they want to turn to someone they trust and respect. 2) Even if people listen to your pitch/advertising they see it as the same as everyone else’s – the reality is that there’s really very little differentiation no matter what spin the marketers put on it 3) People are increasingly sceptical “you would say that wouldn’t you – you’re trying to sell me something” 4) People are better connected and networked than ever before and can reach out for independent opinion far more easily than has ever been the case in the history of Marketing!

What makes WOM compelling for a Marketer in the B2B space is that it’s possible to invest the effort and research to identify who are the most influential people in your market place and then target them to increase their advocacy towards you. Not pitching to them because that’ll just turn them off and make them run away, but reaching out to them with insight that adds value in the context of their agendas.

At this point let me be upfront and say I am involved with a Marketing Consultancy that leads the practice of “Influencer Marketing”. There’s a white paper on http://www.influencer50.com called “The Insanity of Marketing” that sets the context for targeting Influencers, it’s a little provocative and might make you smile! Comments?

Cheers, Scott.

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