Maybe the SOCKS are the problem???
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.
Matt sums it up nicely by saying “virality is an outcome, not a channel to be planned.” That’s the main problem — marketers are often hell-bent on making anything and everything go viral. Forcing a viral campaign is difficult at best, although it does work on occasion. Take Elf Yourself, the holiday microsite created by Toy for Office Max, for example. It can be planned, but at the end of the day it comes down to creating an exceptional experience or product. Timing and luck are huge factors as well.
I think WOMMA’s definition of viral marketing works: “creating COMPELLING content designed to be passed along in an exponential fashion.” There’s no mention of tapping influencers, celebs, or mavens to generate interest. I agree with Watts’ assessment….everyone is an influencer — not just the highly-connected. Dave Balter’s book Grapevine is centered round this. That said, can influencers bring about change? Of course. Look no further than the celeb world and annoying trends like kabbalah bracelets.
Bottom line: give people something to discuss/share, make them laugh, pull their heartstrings. Don’t worry so much about what type of person is delivering the message. Stealing Seth Godin’s words, if it’s remarkable, people (mavens and commoners alike) will talk.
Andrew - it’s Keith - since you mentioned Elf Yourself, I have to admit I totally panned that before it ran, but the PR person behind the agency, claimed it was highly successful. Consider me chastened.