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.

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