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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