Connected Marketing

I've recently started reading Connected Marketing. It's a collection of articles about word of mouth marketing edited by Paul Marsden and Justin Kirby. The book's website describes its subject matter as:

"The field of connected marketing is all about harnessing connectivity (the social and technological links that connect the world) and stimulating brand talk between customers, clients and consumers - tapping into that powerful marking media to drive demand and business growth."

Which seems fair enough to me.

So far, I'm only a chapter and a half in, but I will be posting some reviews when I get the time. First impressions are that the book is pleasingly easy to read, full of enthusiasm for the subject, and offers loads of case studies to really illustrate what they are talking about. My initial concern is that some of the case studies (many of which are great examples of good marketing) either might not have been conceived of as word of mouth generating, or worse, might not actually have been examples of real consumer-to-consumer comment.

More to follow ...