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Word of mouth a 2-edged sword
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Newspaper Article
Word of mouth a 2-edged sword
2010
Overview
Q. I understand that the best kind of advertising one can get is word-of-mouth. But how does one organize a marketing or advertising campaign around word-of-mouth? A. First, let me point out that word-of-mouth is like a double-edged sword. It cuts both ways. A good word can help sell and will, indeed, be a very positive asset when said about your company. By the same token, a bad word can cause much damage and therefore be detrimental. It takes much time, money and effort to repair a bad word. One must be careful to create good words. That being said, it is true that word-of-mouth can be a good marketing tool. A person generally will put more faith in a word from a user than in an ad. We instinctively know that advertising is trying to sell. A word is an assessment of value. This is not to say that advertising can be ignored. It has the ability to reach many people and make the product or service widely known. However, the Internet, among other things, is changing the way we make buying decisions.
Publisher
Gannett Media Corp
Subject
