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Debating the Future of Viral Marketing
Viral marketing has become a popular way of spreading a message quickly. The phrase "go viral" has even become part of the marketing vocabulary as a result. A recent BusinessWeek article, though, raises the question as to whether it may be a victim of its own success. Ad agencies that quickly established viral creative units in the wake of the infamous Subservient Chicken ad are reporting that it costs more to guarantee audience reach promised not more than a year ago.
What do you think? Let us know and leave a comment below.
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I am a fan of WOM because it's been proven for hundreds of years and over every kind of product and service.
But I do chuckle about making such a fuss over it. Don't we all know that first you fix the product and service and then it will sell?
How to get the word out is a function of a vast variety of tactics. WOM is one which is very close to sales promotional tactics and public relations. Each of these have WOM components as do TV and print advertising.
I think WOM is purely a function of a solid advertising and marketing strategy. Everything can go viral as long as there's something uniquely valuable about it!
Virals are just another tool whose uniqueness is wearing thin. They are now no different than all the other tools in the marcom arsenal...and to stand out from the gathering crowd will demand more powerful creative (which is the missing element in most advertising). Their is no substitute for brilliant creative work, least of all dumping money. So I don't understand why the cost of virals is going up when a winning viral requires remarkable thinking, not remarkable spending. But having been a creative director for over 50 years I guess I'm biased.
I agree with Keith. Completely agree. Viral marketing is a direct result of fabulous creative. If it were easier than originating something incredible... but it's not!
This said, I am a big believer in the future of viral marketing because I am a believer in better creative, more original thinking. Right Keith?