Two of the most common Internet applications – Google search and AOL instant messager – were essentially built on word-of-mouth advertising.
Google has managed its success despite spending less than 8% of its 2004 revenue on sales and marketing, building the brand almost solely by word of mouth.
-- Morningstar analyst Rick Summer An email newsletter I got today pointed out AOL is doing its FIRST national ad campaign for AIM as it launches the AIM Triton product. Update: Here a story about the branding campaignfor AIM.