Zachary Rodgers ClickZ, June 7 2004

ClickZ tapped Kirby for his thoughts on the VBMA’s charter, why viral marketing is getting hotter, and whether viral campaigns are measurable:

Strategically, the most important definition of a viral marketing campaign is one that’s used as a means to an end, not simply an end in itself. The approach should not be considered a standalone tactic to generate buzz; it must result in tangible brand benefits.

(more…)