DMC PRE-LAUNCHES MISSY ELLIOTT & LL COOL J
DMC’s eighth Virgin Mobile online viral and buzz marketing campaign extends Virgin Mobile’s celebrity feature clip.
Archive for October, 2004
VBMA GETS TOUGH WITH VIRAL MANIFESTO
PR Week (Diary) UK, 15 October 2004
PR Week mentions how the Viral and Buzz Marketing Association has unveiled a manifesto outlining the principles by which members, such as Frank PR, Cake and Burson-Marsteller, should conduct themselves in the buzz/viral world.
While acknowledging the irony of its attempts to both define and regulate an industry born out of lawlessness and without the need to limit itself, VBMA co-founder Justin Kirby insists: ‘Members have to abide by these rules and if they don’t we would have to consider ending their membership’… The manifesto offers differentiation between VBMA members and their enemies - spammers and marketers that hide their motives and act undercover in chatrooms, says Kirby.
THE VIRAL MARKETING DEBATE
NMK, October 12 2004
DMC’s Justin Kirby locked horns with the IAB’s Danny Meadows-Klue in NMK’s The Great Viral Marketing Debate. Among other things, Justin expained:
A lot of advertising doesn’t work – audiences are too fragmented, and there’s too much clutter. Consumer-to-consumer messages are becoming more influential than marketer-to-consumer messages. The advertising industry is moving from a traditional top down model to a new viral model. Viral has become not just a valid part of the marketing mix, but, increasingly, an essential part. Justin closed by pointing out that it’s been recognised by leading industry experts for years.
ONLINE FOR BRAND BUILDING
mad.co.uk, 11 October 2004
mad.co.uk looks at three seminar sessions from the up and coming DM Show (Thursday 28 October) that offer an ideal way to get to grips with where the cutting edge is to be found, including the presentation by DMC’s Justin Kirby and Informative’s Gary Schwartz on ‘How online viral and buzz marketing can integrate with and kickstart CRM initiatives’.
VBMA ANNOUNCES MISSION & PRINCIPLES
PR Newswire, London, October 7 2004
Leading industry group, the Viral + Buzz Marketing Association, defines its first platform and announces a membership surge, with comments from co-founder DMC.
VBMA co-founder Justin Kirby of DMC in the UK states, “There are also almost 100 members of the new VBMA network, which brings together a wider group of practitioners, academics and end-clients who are interested in this field. The VBMA platform will help us all to further develop, validate and promote our industry within the parameters of a positive set of guidelines.”"
GROUP SETS GUIDELINES FOR VIRAL MARKETING
Kevin Newcomb ClickZ, Oct 7 2004
DMC, co-founder of the Viral + Buzz Marketing Association, was interviewed about the thinking behind the Association’s first manifesto …
We took a broad approach on what was our first stake in the ground in an evolving association and industry. There will be other manifestos and new versions of older ones, so there’s no doubt that these principles will evolve too
THE FUTURE OF COMMUNICATIONS: 40 MARKETING GURUS SHARE THEIR VISION
Admap 40th Anniversary Special Issue, October 2004
DMC’s MD was asked to contribute his vision of how brands can use viral marketing to create buzz and build business.
In fact, the most successful use of online viral marketing is not as a standalone tactic, but as an integrated part of a brand’s overall marketing strategy. One of the big mistakes brands make is thinking that an online viral campaign is an end in itself, rather than recognising that it’s a means to end. Viral marketing, like PR, is a process not an event. Its point is to create a buzz in order to help build brand and shift product, not just to create a buzz fullstop. There’s no point in ‘going viral’ without fulfilling a wider or longer-term strategic purpose.
Download a PDF file of the full article here
