Adam Hill PR Week, 23 September 2005

PR campaigns are increasingly all about creating ‘buzz’. But how can this be monitored? Adam Hill reports:

But because not everyone is using the same measurement methods, clients are left wondering who is right. Justin Kirby, MD of Digital Media Communications, is also co-founder of the Viral & Buzz Marketing Association and, along with Dr Paul Marsden of the London School of Economics Institute of Social Psychology, points to a way forward… The pair co-edited new book Connected Marketing and suggest one can measure effectiveness of a WoM campaign in the most telling manner possible.

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DMC’s Justin Kirby is to speak with fellow VBMA members (Dr Paul Marsden, London School of Economics), Russell Goldsmith (markettiers4DC) and Fergus Hampton (Millward Brown Precis) on the ‘Viral and Word of Mouth Marketing Programs’ panel at Ad:Tech’s inaugural London Conference on Thursday 29th September 2005

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.net Issue 140, September 2005

.net magazine finds out why virals are THE must-have marketing tool. As DMC’s Justin Kirby explain’s:

If you’ve got a product like an iPod, it generates natural word of mouth. So viral marketing is often used for products that don’t have any wow factor.

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