Imitate and Innovate: succeeding with viral marketing

Grabbing internet users' attention with viral advertising is getting harder. In this article, GoViral, the specialist viral distribution agency, asks whether virals which parody or allude to other campaigns or news events can cut through clutter and outlines brief advice for successful imitator campaigns.

Imitate and Innovate: succeeding with viral marketing

Claus Moseholm,

In internet advertising, viral is a badge of success as much as a term of description. But it is becoming harder and harder to create and distribute an online video clip that will draw thousands, let alone millions, of people into watching and recommending it to others. The amount of video and other types of content freely available on the web makes it all too easy for consumers to ignore attempts by brands to foster viral campaigns.Nevertheless, in recent years - and especially since the rise of...

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