Philip Smith - Revolution, April 21 2004

As for marketing, Justin Kirby, head of buzz-marketing agency DMC, believes social networking could present real opportunities. “It is part of the emerging trend, which has been noted elsewhere, towards consumer empowerment, as is the peer-to-peer aspect of viral marketing. Hence my interest,” he says … Kirby believes the excitement surrounding social networking mirrors the move towards less interruptive forms of advertising online. DMC works for brands like Mazda, and Kirby explains: “Our approach is to use viral marketing to create a ‘word of mouse’ buzz that helps to shift products. And the instigation of this consumer-to-consumer or peer-to-peer communication is connected to the rise in blogging and social networks.”

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