Re: UKNM: Viral Marketing Agencies

[Kief Morris]

Tim Ireland typed the following on 15:44 31/08/00 +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

 >new

 >> jargon term for "word of mouth"?

 >

 >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.


The problem with "viral marketing" as a term is that truly viral marketing

is entirely dependent on the product or service. Hotmail is viral because

every time a customer uses it to send an email, the service is being

advertised to the user's friends. Napster is viral because the more people

who are involved, the better it becomes for its users.


At the end of the day, "viral marketing" means your customers sell your

product for you. The idea that this effect can be manufactured and applied

to hawk washing powder or any other random product someone might take

to an advertising agency is just silly.


\kief



            The Wildest party on the Net is on!

                     http://www.Wild5.com



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