I wrote a while back about "3 Rules for Creating Buzz" now on IMediaConnection. Recently I was interviewed by AllBusiness.com's Chris Bjorkland on The Importance of Viral Marketing.
This arc will provide a text version of that exchange. I'll warn you ahead of time that my notes are incomplete. There was a lot more in the podcast than appears in this arc, save a few last questions we didn't have time for. Each post in this arc will have one question (regular type) followed by my response (italics). First up...
You’ve been doing some cutting edge research on word of mouth marketing, also known as viral marketing. Many people aren’t quite sure what viral marketing is…..can you us give a clear working definition?
A “clear working” definition? Hmm. Marketing that by its very nature is “infectious”, meaning people pass the marketing message on voluntarily, ie, without realizing they’re doing so. Like a pathogenic (biological) virus, viral marketing is something that must be transmitted when several factors – audience, message, etc. – are aligned.
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I'll be speaking at the Society for New Communications Research Annual Awards Gala Summit on 5-6 Dec 07 in Boston. Come on by and say hello.
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