Soundview Executive Book Summaries

They Have an Association for Everything
November 10, 2008, 12:56 PM
Filed under: Marketing | Tags: ,

While reading Jack Trout’s In Search of the Obvious, I learned a number of things: Chronic e-mail checking is more distracting than marijuana, advertisers are spending more time and money creating “entertainment” than selling their clients’ products, and apparently there is a Word Of Mouth Marketing Association (WOMMA).


Trout writes, “Suddenly, everyone is talking about word-of-mouth marketing. … And there are conferences popping up all over the world on this subject. One conference had over 400 attendees.”


Speaking of conferences, if you go to WOMMA’s Web site, you’ll see it’s having its Word of Mouth Marketing Summit & Research Symposium 2008 in Las Vegas, November 12-14. Though Vegas is tempting, I don’t think I’ll be able to fit a cross-country trip to Sin City into my schedule. But reading through WOMMA’s Web site does get me thinking: the association claims that its purpose is to educate and inform marketers, which is all well and good, but isn’t word of mouth marketing supposed to be buzz and viral? Those two words alone don’t really make me think “organization,” or “yearly conference.” Instead, authentic buzz and viral marketing is just that—infectious (but in a good way).


So though I’m sure WOMMA has its merits, I think it’s best we leave the real worth of mouth marketing to consumers.


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