Comments on: How Advertising Will Evolve Using Word of Mouth http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/ Ideas to Help Customers Build Your Business Thu, 09 Feb 2012 08:03:00 +0000 hourly 1 By: Brett Hurt http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/comment-page-1/#comment-133679 Brett Hurt Fri, 22 Apr 2011 19:20:00 +0000 http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/#comment-133679 Very good points, James. And glad to have someone of your stature weighing in here. The main point of this article is that instead of spending money on focus groups, customer surveys, and other "tired" means of researching so that you can hit the mark in advertising effectiveness, you now have digital word of mouth to tune into and do so. Very good points, James. And glad to have someone of your stature weighing in here. The main point of this article is that instead of spending money on focus groups, customer surveys, and other "tired" means of researching so that you can hit the mark in advertising effectiveness, you now have digital word of mouth to tune into and do so.

]]> By: James A. Hering http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/comment-page-1/#comment-133678 James A. Hering Fri, 22 Apr 2011 17:12:00 +0000 http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/#comment-133678 Hi Bret - you make good points about bad products/services not worth advertising. Someone once said "Nothing will kill a bad product or service faster than good advertising." But just as WOM has been around since the beginning of time, so has advertising (note: cave drawings) as well as "video did not kill the radio star", no form of media every replaces another, they all morph based on changing consumer habits. If you really want to answer your question, start charting review activity against a brand health measure and determine if there is a correlation. My sense is the lines will trend the same. BTW - Google, Starbucks, etc... all advertise. Big misnomer. Not that I'm biased, but we can show the ad tracking data to prove it. Thanks for sharing the post. Hi Bret – you make good points about bad products/services not worth advertising. Someone once said "Nothing will kill a bad product or service faster than good advertising."

But just as WOM has been around since the beginning of time, so has advertising (note: cave drawings) as well as "video did not kill the radio star", no form of media every replaces another, they all morph based on changing consumer habits.

If you really want to answer your question, start charting review activity against a brand health measure and determine if there is a correlation. My sense is the lines will trend the same.

BTW – Google, Starbucks, etc… all advertise. Big misnomer. Not that I'm biased, but we can show the ad tracking data to prove it.

Thanks for sharing the post.

]]> By: Gino http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/comment-page-1/#comment-133485 Gino Tue, 08 Feb 2011 22:02:00 +0000 http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/#comment-133485 blah blah blah! blah blah blah!

]]> By: We couldn’t have said it better ourselves. | Bazaarblog http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/comment-page-1/#comment-82698 We couldn’t have said it better ourselves. | Bazaarblog Thu, 18 Jun 2009 14:52:38 +0000 http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/#comment-82698 [...] Re-read this classic post about the Consumer/Marketer Control Framework, and this one: How Advertising Will Evolve Using Word of Mouth. [...] [...] Re-read this classic post about the Consumer/Marketer Control Framework, and this one: How Advertising Will Evolve Using Word of Mouth. [...]

]]> By: Gayathri http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/comment-page-1/#comment-62368 Gayathri Wed, 20 Aug 2008 04:22:47 +0000 http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/#comment-62368 Looks great to see. .................... GAYATHRI <a href="http://www.esteembpo.com" rel="nofollow">Social Media Marketing</a> Looks great to see.

………………..
GAYATHRI

Social Media Marketing

]]> By: Gayathri http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/comment-page-1/#comment-131093 Gayathri Wed, 20 Aug 2008 04:22:00 +0000 http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/#comment-131093 Looks great to see. .................... GAYATHRI <a href="http://www.esteembpo.com" rel="nofollow">Social Media Marketing</a> Looks great to see.

………………..
GAYATHRI

Social Media Marketing

]]> By: Brett Hurt | Founder and CEO http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/comment-page-1/#comment-26591 Brett Hurt | Founder and CEO Fri, 06 Jul 2007 22:32:25 +0000 http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/#comment-26591 David, I agree with your comments, and believe we will see advertising evolve in this way, to some extent. I have seen those same efforts by Ford, and applaud their efforts. At least they are paying attention and experimenting. The key is for advertising to evolve based on listening to the market. Hasn't the end goal of advertising always been to sell the product? And isn't the buyer ultimately wielding the most control as it is their wallet? Now that the market conversations are digitally archived and voluminous enough to not be affected by sample bias, there is simply no excuse for not paying attention. Best, Brett David,

I agree with your comments, and believe we will see advertising evolve in this way, to some extent. I have seen those same efforts by Ford, and applaud their efforts. At least they are paying attention and experimenting. The key is for advertising to evolve based on listening to the market. Hasn't the end goal of advertising always been to sell the product? And isn't the buyer ultimately wielding the most control as it is their wallet? Now that the market conversations are digitally archived and voluminous enough to not be affected by sample bias, there is simply no excuse for not paying attention.

Best,
Brett

]]> By: Brett Hurt | Founder and CEO http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/comment-page-1/#comment-131092 Brett Hurt | Founder and CEO Fri, 06 Jul 2007 22:32:00 +0000 http://www.bazaarvoice.com/blog/2007/07/03/how-advertising-will-evolve-using-word-of-mouth/#comment-131092 David, I agree with your comments, and believe we will see advertising evolve in this way, to some extent. I have seen those same efforts by Ford, and applaud their efforts. At least they are paying attention and experimenting. The key is for advertising to evolve based on listening to the market. Hasn't the end goal of advertising always been to sell the product? And isn't the buyer ultimately wielding the most control as it is their wallet? Now that the market conversations are digitally archived and voluminous enough to not be affected by sample bias, there is simply no excuse for not paying attention. Best, Brett David,

I agree with your comments, and believe we will see advertising evolve in this way, to some extent. I have seen those same efforts by Ford, and applaud their efforts. At least they are paying attention and experimenting. The key is for advertising to evolve based on listening to the market. Hasn't the end goal of advertising always been to sell the product? And isn't the buyer ultimately wielding the most control as it is their wallet? Now that the market conversations are digitally archived and voluminous enough to not be affected by sample bias, there is simply no excuse for not paying attention.

Best,
Brett

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