Synopsis
Why read Embedded Word of Mouth? Marketers today need to understand how to apply word of mouth marketing, which took off dramatically about 10 years ago, because this is the umbrella concept, or foundation, which spawned social media. From Pete Blackshaw, author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000, evolved the concept of CGM (consumer-generated media). To use Pete’s words, “What exactly is CGM? It is the currency of a new commercial relationship between business and consumer. It is the endless stream of comments, opinions, emotions, and personal stories about any and every company, product, service or brand, which consumers can now post online and broadcast to millions of other consumer with the click of the mouse”. Sort of sounds like social media doesn’t it? So now that we see the relationship between word of mouth marketing and social media how do we bundle them with the still-relevant and valuable disciplines of traditional marketing? That’s where the marcom engine comes in. It provides a vehicle and a blueprint for blending messaging and media into a viable sales and marketing communications go-to-market strategy. Get a copy. Share with a friend. Help a marketing buddy bridge the gap between traditional advertising and today’s accelerating social media juggernaut. You’ll be glad you did. Keith Bates
About the Author
Keith Bates Associates, Inc. is one of the nations' few marketing communications companies dedicated primarily to the software industry. Founded as a full service BtoB advertising agency the company has evolved into a marcom counsel and creative strategies firm in support of tech industry clients both nationwide and internationally. Since 1974 they have served the marcom needs of nearly 150 software/hardware vendors ranging from IBM to small venture capital funded startups. Functioning since 2000 as a virtual ad agency/consulting firm Keith Bates manages an international network of strategic planning consultants, technology marcom writers, and web designers. Keith W. Bates, founder, has been Chairman, CEO, and Creative Director since the company's incorporation in Illinois in 1970. He is a well known professional in the field of high tech marketing communications, a speaker at many industry conferences, contributing author to numerous industry publications, and communications consultant to IBM, Boeing, Computer Associates, J.D. Edwards (now Oracle) and many others. His career began over 40 years ago with Foote, Cone & Belding, at that time the nation's largest advertising agency. Bates also co-founded a technology oriented public relations firm, a consumer publication distributed worldwide, a PC software company, an international travel information services company and recently completed a two year effort to develop and launch a social network for adventurers. Bates' competitive advantage stems from his creative skills, strategic planning expertise, sensitivity to communications issues, and ability to translate complex ideas and technologies into easily understood product attributes coupled with 30+ years of software marcom experience. The company has won over two dozen ICP Advertising Achievement Awards which were given for achieving specific sales levels, not for simple esthetics, and a long list of success stories. The Marcom Engine, developed by Keith in the '90s, is the backbone of the firm's efforts and was developed by combining the disciplines of Business Process Reengineering and Integrated Marketing Communications.
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