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.
