Direct marketing vs. Viral marketing

As the inventor of Direct marketing Lester Wunderman is a living legend and has entered the Advertsing Hall of Fame in 1998. Nevertheless Wunderman, born 1920, is far away from retirement.

Not only that he follows the developments in his industry carefully, he is still touring the world to spread the word. Recently we met him in Prague and had an interesting conversation about the correlations between Direct marketing and Viral marketing.



As it turned out Lester Wunderman does not believe in Viral marketing as being a new approach, but he believes in the power of its effect: “Word-of mouth was always the strongest form of advertising from the day Adam and Eve had somebody else to talk to.”

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