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Internet-related technology is as much of a revolution as
when the Berlin Wall was torn down. People have easy access
to much more information than ever before. And they can
provide feedback quickly (if not direct feedback, their
actions on the Web can be somewhat monitored and analyzed as
indirect feedback).
The net has made Word-Of-Mouth easier than ever. It's about
people talking to people. Not just data on a page, but
information from a user to a potential user. WOM and its
surrounding buzz make typical online advertising efforts
look staged and suspect. Companies may be best served with
procative (perhaps) and genuinely relevant PR/marketing
campaigns that create a buzz (hopefully) that might make its
way onto the net via WOM. Timed right, online advertising
could provide additional support and an easy link to their
site. To the extent we find ways to be worthy of WOM, we'll
find success.
Sandra Hess
Project Manager
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Received on Mon Jul 19 1999 - 18:18:58 CDT
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