I received a message from Erica DeWolf of eMarketing & New Media this morning and read an interesting post on her blog "Word of Mouth Marketing: Measurable?". The discussion revolves, in part, around the various aspects of viral marketing vs. word of mouth. While there are pros and cons to both methods (and they both have their place and uses), I did not agree completely with the statement from Seth Godin: "...word of mouth is a decaying function..."
While I visit Seth Godin's blog regularly (it's a valuable resource!) and value the information and resources (he's been blogging longer than I have), unless I've misunderstood, I just can't agree that word of mouth is decaying, instead I think it's a matter that less people are realizing, or learning how to use it effectively (my opinion of that blog post is that Mr. Godin appears to favour viral marketing over word of mouth; in this case). On the other hand Erica DeWolf's post continues to quote Dave Balter, where he surmises that:
“Viral marketing is typically reserved for programs where the advertising is talked about as opposed to the product itself. A good example are viral videos, where the humor trumps the brand, ...