Crank the word-of-mouth volume

Crank the word-of-mouth volume
Word-of-mouth marketing dead? Say it ain't so! But B2B marketer Michael Antman makes a compelling argument that it doesn't work: It's subjective, it's hard to control, and it's limited in reach, for example. I don't necessarily agree with him, but it's an interesting read and a different take on a tactic that's become a big trend in marketing. He also offers a few suggestions for amplifying word-of-mouth. "Just because word-of-mouth is a grass-roots phenomenon doesn't mean you can't strike a few sparks to help your campaign catch fire," he writes. [Read More]