An Advertising Age article by Matthew Creamer - formerly of PRWeek - looks at the effectiveness of viral marketing, or lack thereof. In the opinion of Columbia University's Duncan Watts, the impact of influencers is overblown, at best. Watts makes an interesting case, and it's a great article (who doesn't love poking holes in Malcolm Gladwell's theories?). I'm guessing, though, that the founder of Little Miss Matched, which sells "mismatched socks to tweens", and who was interviewed about his frustration with viral efforts, might have found his sales challenging, regardless of his marketing strategy. That's just a tough product to explain, I'm thinking.
Anyone else think the impact of viral marketing is overstated? Please send us your comments.
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