DM Weekly - mad.co.uk, 25 October 2004

Digital Media Communications MD and co-founder of the Viral + Buzz Marketing Association cuts through the confusion about what is and isn’t viral, buzz and word-of-mouth marketing

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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

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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

Brand Republic, Originally Published April 2004

DMC was asked to review cult author William Gibson’s novel ‘Pattern Recognition’, which offers a snapshot of various emerging marketing techniques.

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Brand Channel, 12 July 2004

DMC’s detailed White Paper, with analysis and case studies about how online viral marketing provides the missing link between the bottom-up and top-down approaches to brand marketing, is Featured Paper of the week on Brand Channel.

If you’re selling the next iPod™ or another product that has an inherent wow factor, you can stop reading now. But if your brand, service or product is not so one-in-a-million, read on – you can still generate massive peer-to-peer endorsement

Download a PDF file of the full article here

Brand Strategy , July/August 2004

DMC explains how online viral marketing is shaping up to be the strategic synthesis between the bottom-up, word-of-mouth approach and the top-down, ‘advertainment’ approach to brand marketing.

Online viral marketing provides the missing link between the word-of-mouth approach and the top-down, advertainment approach to brand marketing.

Download a PDF file of the full article here

New Media Age, Opinion, 18 June 2004

Read DMC’s letter to the editor regarding the launch of the Viral & Buzz Marketing Association and the maturing of digital marketing in general.

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Brand Republic, 12 March 2004

A more user-controlled view of online advertising should not be restricted to content relevance, writes the Managing Director of online viral and buzz marketing experts Digital Media Communications.

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New Media Age, Opinion, 4 February 2004

DMC calls for more light to be shed on research claims about interruptive online ad formats, and questions the value of the interruptive approach.

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Revolution UK, January 2004

Compelling content, clever seeding, careful tracking. This article by DMC’s managing director Justin Kirby looks at all the angles of online viral marketing and draws conclusions from the company’s wide experience of this technique.

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