Why Viral Marketing Doesn’t Exist

Filed under: Marketing — Simon Walklate

I’m a firm believer in the fact that there’s no such thing as “viral marketing”, at least in the strictest definition of the term. I know people will say, “there is, I’ve used it”, but let me explain…

What is It?

Viral marketing is by definition the spread of a marketing message, via a piece of content, similar to how a virus would spread amongst people, creating exponential growth of the audience. In theory, something truely viral would only need to be seen by a few people, before being passed on, then the audience would grow naturally from there. For this to all happen, everyone that sees the content needs to pass it on to more than one other person. So what’s wrong with this premise?…