Viral Marketing = Word of Mouth?

Seth Godin (pic courtesey Adam Nollmeyer) is one of the most prolific marketing gurus of our time. I discovered his work during school and I continually revisit his books for inspiration.

Seth Godin muses on the difference between viral marketing and world of mouth. In his view, world of mouth is a "decaying function." Someone has a bad experience and tells their friends. Viral marketing, on the other hand, has a compounding effect. After the marketer does something, friends tell friends who tell friends. "This distinction is vital," he writes. "For one thing, it means that constant harassment of the population doesn't increase the chances of something becoming viral. It means that most organizations should realize that they have a better chance with word of mouth (more likely to occur, more manageable, more flexible) and focus on that."

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