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Article: Prepare to be infected by the viral marketers.
- Article from:
- Marketing Week
- Article date:
- September 28, 2000
- Author:
CopyrightCOPYRIGHT 2000 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Messages spread like viruses these days, as the petrol crisis shows. Can marketers use this power to send out their own messages?
Do ideas and information spread between people like viruses? If so, marketers need to put their thinking caps on. The nightmare possibilities were highlighted by the recent petrol crisis. With rocket-powered word-of-mouth -- through mobile phones, e-mail and Internet chat rooms -- activist consumers and pressure groups caused market chaos.
The dream scenario, on the other hand, is that viral marketing will allow a positive brand message to spread like wildfire. What unites the two is the potentially explosive effect of the ...