Word of mouth in New Media Age

Nic Howell has written an interesting article in new media age, it is unsuprisingly an internet focused piece but they do mention WOMMA. Justin Kirby at the viral agency DMC, seems to believe that your target market and potential consumers are the same thing, perhaps in the online world. The beauty of analogue word of mouth marketing is that you can use individuals who are not potential consumers to spread the word, to connect between communities. Even if the individual is not a potential consumer they may well tell a potential customer about you.
I am glad that word of mouth is getting on the agenda in the UK at last.