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Another Look at Viral Marketing

I've written before about my thoughts on viral marketing - in particular, my belief that you can't plan for a viral event with confidence, but that you can architect your campaigns in a manner that makes it easier for them to go viral.

So I was interested to read the article What's Plaguing Viral Marketing in AdAge this morning, in which Columbia University professor Duncan Watts remarks,

"Virality is an outcome, not a channel to be planned."

His research has more to do with how you architect the campaign - whether it makes sense to target just the Influentials or a broader swath - but the sentiment is the same.

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