Comments on: A Few Words on Word of Mouth Marketing, Part Two http://anewmarketingcommentator.com/2006/05/05/a-few-words-on-word-of-mouth-marketing-part-two Written by copywriter, creative director and social media consultant, Bob Cargill, A New Marketing Commentator is an eclectic series of insightful, candid commentaries on the trends, developments, topics and issues that are on the minds of marketers today. Sun, 29 Jan 2012 23:57:35 -0600 http://wordpress.org/?v=2.8.6 hourly 1 By: Jeff Kopito http://anewmarketingcommentator.com/2006/05/05/a-few-words-on-word-of-mouth-marketing-part-two/comment-page-1#comment-620 Jeff Kopito Fri, 05 May 2006 13:30:12 +0000 http://anewmarketingcommentator.com/?p=158#comment-620 Hey Bob: Word of mouth has been around a long time. But it's been a free-wheeling, almost anarchic show because that's the nature of it. They're opinions backed up by experience and offered by people who have a strong desire to share those opinions. I belong to a number of discussion forums - recently one on health and bodybuilding. Of course, nutrition comes up all the time. A few days ago, there was a strong thread about oatmeal no less! And everyone had an opinion not only on which brands, but exactly how to prepare it. My point is once you put a "constraint" on it, it changes the nature. Once there is a quid pro quo, my opinion is that the essential honesty is lost because there's an expectation of physical reward - points redemption system, corporate give-aways, etc. To a degree, it also taints the opinion-maker since now it becomes a "sponsored" opinion. There was some buzz not a few months ago about corporations sending out these "agents" to sit in bars for instance, and talk up their particular choice of liquors. I don't think it went over very well once it was discovered. Those that produce products do have a responsibility to those who buy their products - and they should keep their eyes, ears, and taste buds open to opinion. But to me, BzzAgent is just another informercial. Just my .02 Hey Bob:
Word of mouth has been around a long time. But it’s been a free-wheeling, almost anarchic show because that’s the nature of it. They’re opinions backed up by experience and offered by people who have a strong desire to share those opinions.

I belong to a number of discussion forums – recently one on health and bodybuilding. Of course, nutrition comes up all the time. A few days ago, there was a strong thread about oatmeal no less! And everyone had an opinion not only on which brands, but exactly how to prepare it.

My point is once you put a “constraint” on it, it changes the nature. Once there is a quid pro quo, my opinion is that the essential honesty is lost because there’s an expectation of physical reward – points redemption system, corporate give-aways, etc.

To a degree, it also taints the opinion-maker since now it becomes a “sponsored” opinion.

There was some buzz not a few months ago about corporations sending out these “agents” to sit in bars for instance, and talk up their particular choice of liquors. I don’t think it went over very well once it was discovered.

Those that produce products do have a responsibility to those who buy their products – and they should keep their eyes, ears, and taste buds open to opinion.

But to me, BzzAgent is just another informercial.

Just my .02

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