- The ad clutter is rising to intolerable levels in America
- Traditional forms of media are rising in cost, compounding the issue of clutter.
- We’ve been lied to so many times with advertising, it seems like the only message we trust these days comes from regular people like you and me.
- Technology is accelerating word of mouth
Because of technology, word of mouth is moving faster than ever before. Text messaging, e-mail distribution lists, chat rooms, message boards, Web sites and blogs. If you see a great movie, you are sending an e-mail to sixty-three of your friends in an instant and you have buzz currency of being in the know. If the movie stinks, an e-mail goes out to those sixty-three friends warning them to save their money. You become the hero for saving all your good buddies $20 for a pair of tickets and popcorn.
Most important, though, word of mouth used to travel in unique setting where a conversation could never be heard again. Now, with the internet, a permanent history of word of mouth stays recorded forever. Bad or good, the internet has transformed word of mouth from a single-engine dogfighter to an F-16.
Word of mouth can be your biggest asset in today’s marketing world. Flying this powerful machine requires knowledge, patience, deliberation and a lot of control.