Promotion & Advertising

Word of Mouth and Viral Marketing

In this area learn about techniques that can be used to build strong word-of-mouth or referral (or pass along) campaigns for finding new customers. Coverage includes the lastest twist on this topic called buzz marketing. Also, read articles that show how companies have successfully used viral marketing campaigns such as Internet stealth marketing and grassroots efforts to build strong product interest.

Marketing Stories for Topic Area

Old Masters, New Buzz ( musemum spreads the word with street teams) The Boston Globe
Status Stories (creating conversation-starter brands) Trendwatching
The Marketing of Cloverfield Has Been as Mysterious as the Movie Itself (use of viral marketing strategy prior to movie launch) The Boston Globe
What's the Word (primer on word-of-mouth advertising) MillwardBrown
Companies Use Fun and Games to Find Serious Business (viral gaming for b-to-b marketers) B to B Magazine
Facebook's Strategy: More Than Ads (getting user to become product promoters) Fortune

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The Weblinks Collection

Buzz Marketing Article - BusinessWeek *While this article is now a little dated, it is one of the first to provide insight into a new twist on word-of-mouth marketing.
Customer-Driven Marketing *Several articles from Inc. Magazine examines the use of satisfied customers to pass along your message and to generate referrals.
Grassroots Marketing *Another very good set of articles from Inc. this time focusing on grassroots marketing efforts.
Nielsen Buzz Metrics *Nielsen, which is most well known for its television ratings, has this research arm that measures concepts that are known by such names as controlled word-of-mouth, consumer-generated media or buzz marketing. For those unfamiliar with this concept, the site does contain some basic informations, white papers, webinars and blogs.
O.M.G. Lycos *This site from Lycos collects, allows viewing, and offers the means for passing along (through RSS feeds and email) leading viral marketing ads. In a way by having such a site Lycos is a "viral distributor," which may not sound pleasant but does serve a purpose for the advertising industry.
What is Viral Marketing? *A very early article that lays out the basics of viral marketing from leading venture capital firm that claims to have coined the term.