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For Interactive Marketing Professionals

Primary Analyst Photo Document Information Rate this Document

August 21, 2007

Viral Marketing

Bringing the Message to the Masses

by Emily Riley

with Zia Daniell Wigder

This is an excerpt

Executive Summary

Massive consumer adoption of sites such as MySpace.com and YouTube have enticed advertisers—large and small—to launch viral campaigns. However, most campaigns have not generated the type of viral response advertisers expected.

TABLE OF CONTENTS

itemExecutive Summary

itemViral Activity Eludes Marketers

itemViral Marketers Will Find Success in Communication Hubs

itemViral Marketers Must Align Tactics with Segmented Target Audiences

itemCase Studies

itemReport Methodology

This is an excerpt

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ALSO OF INTEREST

RESEARCH CATEGORIES

Analyst

Emily Riley

Technology

Customer Experience, Social Computing & Web 2.0, Marketing & Advertising, Brand Tactics, Interactive Marketing

Geography

Asia Pacific, Europe, North America