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Επιτέλους, τι είναι viral και τι όχι

Panos Kontopoulos - 29/12/08

Being viral isn’t the hard part.

The hard part is making that viral element actually produce something of value, not just entertainment for the client or your boss.

Viral marketing only works well when you plan for it, when you build it in, when you organize your offering to be spreadable, interesting and to work better for everyone involved when it spreads.

The reason for this post is that viral marketing is getting a bad name, largely from clueless marketing agencies and clueless marketers. Here’s what they do: they get a lame product, or a semi-lame product, and they don’t have enough time or money to run a nationwide ad campaign. So, instead, they slap some goofy viral thing on top of it and wait for it to spread. And if it doesn’t spread, they create a faux controversy or engage a PR firm or some bloggers and then it still doesn’t work.

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