It is often assumed digital marketers are better prepared to understand and measure social marketing and its effects from the traditional marketing companies. That may not be true as digital marketers value click throughs, banner or site ads. Traditional marketers understand the value of word of mouth messaging. It may not be between digital and traditional marketing but, more likely, brand versus direct. Digital marketing may recognize the value of word of mouth but use the term “viral” to identify the result of word of mouth advertisng in the social media world.