Revolution UK, 28 July 2004

Emma Rigby argues that although Viral marketing has caught on fast as an effective but less expensive way of reaching an audience, marketers must tread warily nonethless.

“It’s paramount before creating a viral campaign for marketers to consider strategy and planning, and look at formats and execution second,” says Justin Kirby, managing director of viral marketing specialist Digital Media Communications. “If it was simply about exposure, you would continually see streakers at the cricket with logos on their back… Brands need to consider why they are turning to viral,” he warns. “Viral is a useful tool when used strategically to maintain or boost a cost-effective level of brand awareness during above-the-line ‘downtime’.” Releasing web-only viral material that retains the brand and campaign themes can do this.

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New Media Age, Opinion, 18 July 2004

DMC has three of the top 10 viral campaigns for the period 15 May to 15 June, according to Lycos’s Viral Chart user votes, as reported in New Media Age.

1.) Virgin Mobile’s ‘Xtina’

2.) Virgin Mobile’s ‘Toilet Humour’

7.) IFAW’s ‘For Fox Sake’

Brand Republic, Originally Published April 2004

DMC was asked to review cult author William Gibson’s novel ‘Pattern Recognition’, which offers a snapshot of various emerging marketing techniques.

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Brand Channel, 12 July 2004

DMC’s detailed White Paper, with analysis and case studies about how online viral marketing provides the missing link between the bottom-up and top-down approaches to brand marketing, is Featured Paper of the week on Brand Channel.

If you’re selling the next iPod™ or another product that has an inherent wow factor, you can stop reading now. But if your brand, service or product is not so one-in-a-million, read on – you can still generate massive peer-to-peer endorsement

Download a PDF file of the full article here

Brand Strategy , July/August 2004

DMC explains how online viral marketing is shaping up to be the strategic synthesis between the bottom-up, word-of-mouth approach and the top-down, ‘advertainment’ approach to brand marketing.

Online viral marketing provides the missing link between the word-of-mouth approach and the top-down, advertainment approach to brand marketing.

Download a PDF file of the full article here