Citing a report by Jupiter Research, the Internet Retailer reported that 20% of online advertisers have plans to try viral marketing on social-networking sites this year.
With 69% of people visiting social networking sites saying they don't trust product information presented on them, campaigns will have to be included in "more conventional forms of online advertising, according to the report “Viral Marketing: Beyond Social Media.”
One of the insights the report says those that have tried viral marketing have learned, is that they are most effective, at this time for increasing brand awareness. It is the priority over getting direct responses, as the report says, "71% of viral marketers surveyed say they hope to increase brand awareness with viral campaigns, while 54% expect to drive online sales and 44% hope to drive offline sales with viral marketing online."
One other key factor because of mistrust of online community sites is that viral marketers have Websites and landing pages set up to send people away from the community to a place they, at this time, trust more. Consumers trust these sites over twice as much as an online community site. We need to take this into account if we attempt viral campaigns.
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