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Graham Hill

Hi James

We should not forget that product diffusion models such as those described in Everett Rogers eponymous book "The Diffusion of Innovations", contain both a marketing communications element and personal recommendation element.

Without sufficient marketing communications, it is difficult to develop a critical mass of message and willing messengers to do their bit. But marketing communications alone are not enough to drive diffusion.

The big difficulty comes when marketing communications over promise and the product underdelivers, thus creating negative word of mouth. Sadly, many marketers routinely lie about their products. And when I say lie, I mean as in blatant and bared-faced!

We all know the result.

Best regards.

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