By Dave Balter Published Nov. 2, 2004 9:00 p.m.
There's a reason the subservient chicken didn't increase Chicken nugget sales, why the Segway (a.k.a "IT", a.k.a. "Ginger") hasn't changed the world despite drool-worthy P.R., and why Richard Branson descended a New York City skyscraper in a nude suit. And it all comes down to the distinctions among Viral, Buzz, and Word of Mouth marketing. Read this primer from the Founder of BzzAgent and it will all come together.
About Dave Balter | Dave is the founder and President of BzzAgent, a word of mouth marketing and research firm located in Boston, MA. Before BzzAgent, he founded and managed two promotional marketing agencies, which were sold as a group in 2001. Dave also spent a number of years working for a variety of corporations, including Kessler Financial Services, where he managed direct marketing and affinity program implementations for Fortune 1000 clients, and Webb & Co., where he analyzed circulation and fulfillment operations and performed statistical modeling for consumer catalogs. Dave was named to the "40 under 40" by the Advertising Specialty Institute in 2001 and "Top Seven People Changing the Face of Beauty" by Women’s Wear Daily in 2004. He is a founding member of the Word of Mouth Marketing Association (WOMMA) and holds a provisional U.S. patent on the word of mouth process. He is a frequent speaker on the subject of word of mouth and non-traditional media to corporate and academic audiences. Dave holds a B.A. in Psychology from Skidmore College.