An interesting debate developed in the comments to a post
(Word of Mouth Training Wheels) that advises on the necessity of and some methods for implementing word of mouth (WOM) marketing. The post also recommends an association that has formed to promote this particular form of advertising.

Much that is treated as new on the internet - such as networking and WOM - is premised on methods of communication that have existed since, as one commentor puts it, the caveman. Why do you need an association?

“WOM has been around since the days of the cavemen. For example: When a fresh resource of water was located this news was spread from tribe to tribe. Most successful businesses today, realize the importance of WOM. I am a big advocate of WOM as I don’s normally advertise any other way. My seminars are normally packed with people of heard from a friend about me.
I also find it hard to believe that an association was formed around this topic.”

Peer to peer networking and word of mouth are certainly nothing new. What other commentors go on to point out, however, and what the post elaborates on is that now WOM is “... actionable trackable and plannable - but never manipulative or dishonest.” Another commentor points out another new variable that was absent prior to the internet’s interpretation of the marketplace.

“Word-of-mouth (WOM) has always been around. The reason is might seem to be taking on more importance recently is because of the emphasis on relationship selling and the decline of traditional media advertising.”

Advertising is only one of many “old dogs” being taught new tricks online.