VM-People im Interview mit Lester Wunderman, dem Vater des Direktmarketings:
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vm-people:Basically Viral marketing is stimulating Word-of-mouth in social networks. Would you say planning word of mouth is possible?
Lester Wunderman: It always was. Word-of mouth was always the strongest form of advertising from the day that Adam and Eve had somebody else to talk to. I don“t know what“s new about it. …
vm-people: What makes a Word-of-mouth-message relevant?
Lester Wunderman: Well, relevance is the key to good advertising. It doesn“t depend how it“s passed on. Something irrelevant is very hard to pass on. Something relevant for a person always passes on by itself. If you“re one of those persons susceptible to cold, warm coats recommend themselves. If you don“t see well, glasses recommend themselves. Relevance is to address the right message to the right person at the right time. If you eliminate anyone of those three factors, you won“t succeed. The right message to the right person at the right time „ that“s the secret of marketing, it“s like Einstein“s formula. And believe me, no matter whether you call it „viral“?, „infectious“?, „bacterial“? or „Word-of-mouth – it“s going to work.
Alter Mann, weise Worte, simpler kann man komplexe Dinge wohl nicht mehr zusammenfassen. Nun ja, das ist ja wie immer die Hohe Kunst.
