Word-of-Mouth Marketing to Replace the 30-Second TV Spot?

The New York Times reported today on the Word-of-Mouth Marketing Association’s meeting, at which is was asserted that the 30-second television spot was all but dead.

It may seem ludicrous that a mainstay of the advertising world could be so easily overturned - but it appears that the Web is changing everything. Experts at the conference talked about evangelism both on and off the Web and encouraged companies to talk to people who already love their products and encourage them to spread the word.

“People engage in word of mouth because they want to look good,” said George Silverman, the author of The Secrets of Word-of-Mouth Marketing. “Word of mouth is the most honest advertising medium there is. People don’t want to hurt their friends and family and colleagues with bad information.”

The conference touched on the blogosphere briefly, emphasizing some good points like, “always mention that you are an employee of the company that produces the product in question,” and “don’t try to be sneaky” - but they tended to oversimplify the blogosphere. Better blog marketing tips can be gleaned from my podcast interview with Suzanne Donahue.

I was surprised that the Times piece didn’t mention one of the most important reasons that the Web is making the 30-second ad obsolete: online television downloads. It’s pretty easy to envision a not too distant future in which all television all television content - from the news to Desperate Housewives - will be available on demand. And there won’t be any commercials.