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Subject: Re: UKNM: Viral Marketing Agencies
From: Tim Ireland
Date: Thu, 31 Aug 2000 23:20:33 +0100

Ray Taylor responded to Dan Winchester thrustly:
> > I'm trying to put togethor a list of agencies who
> > specialise/dabble in viral marketing.
> What do you need to know about viral marketing? Isn't it just some fancy
> jargon term for "word of mouth"?
> So there are agencies who get their mates to tell lots of their mates
> this great new site....etc?
> If you have something worth talking about, won't it get talked about
> hiring an agency for the purpose?
> Or perpaps you could kick something off with a bit of old fashioned
> PR/promotion.
> RT

Come on Ray, you know there's more involved than this. Viral marketing at
its best does grow wild, but the seeds have to be planted first. To give an
example from last century, even a good old-fashioned 'whisper campaign' was
sometimes required to kick-start the 'word of mouth' effect.

Just last week we discussed the proven viral effect of a carefully placed
'leak'. While web users did just about all of the leg work, a lot of thought
went into the seemingly simple action of sending out a dozen emails.

Why send poor Dan out to play with a box of matches when he can hire an
arsonist and have the job done properly?

(Erm, hang on - let me get back to you with a better analogy...)


Tim Ireland

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