This might be considered by some as splitting hairs, but the people over at MarketingSherpa published an article a few days ago entitled How to Convince Your Boss to Launch a Word-of-Mouth Marketing Campaign: 4 Steps.

The article is an interview with DuPont’s eBusiness Manager, who gives advice on how to sell WOM ideas internally.

It’s an okay read, but what really irks me about it is the first sentence: Although word-of-mouth marketing — also known as evangelism marketing — is being hyped as the hottest “new” tactic, many companies are dragging their feet when it comes to tests.

What bugs me so much? The fact that they tell the reader the terms “word of mouth marketing” and “evangelism marketing” are interchangeable.

Wrong.

Evangelism marketing is a form of word of mouth marketing, just like buzz and viral. They are not interchangeable. And until the press learns the fundamental definitions of the WOM world, they shouldn’t be spreading the confusion.

And while I’m at it, they also used the terms “target” and “campaign,” which I’ve already ranted about.

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