In phone conversations over the past few days, I have found myself saying (almost yelling) that word of mouth HAS TO BE built into the very DNA of an identity. Companies that can utilize WOM marketing to its highest potential are the ones that have this fundamental trait as a part of their identity from the beginning.

In other words, the most effective word of mouth marketing is not done in a “campaign.” It doesn’t have a beginning and an end. Sure, campaigns can help spike sales, but they can’t maintain them. We see it over and over again.

To unleash the true power of WOM, it has to be a part of a company, product or service…not an add-on or an afterthought.

This entry was posted on Wednesday, November 23rd, 2005 at 10:56 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Other posts by Spike.