VIRAL MARKETING: EPIDEMIC

Some people hate viral marketing and view it as a much-abused sales technique. This belief arises from the confusion many people have over the difference between viral marketing and so-called “junk e-mail” campaigns. In fact, many viral marketing schemes do rely to greater or lesser extent on getting individual users to forward e-mails out to large groups of other people. The key to avoiding this perception—which can and will eventually lead to methods to ban or at least stymie the effectiveness of viral marketing campaigns—is include offerings that have interest and value to the end-users, even those who choose not to participate. This is again one area in which the Hotmail campaign succeeded so very well because even people who did not sign up for the service were often getting benefits from being able to communicate with friends who otherwise might not have an e-mail carrier or account with which …