Even when it seems we do everything right, not every online viral marketing campaign will succeed; some will do better than others. One of the things that we can do though is make sure that the thing that we're marketing is presented in a way that appeals to web users. Many companies still miss the fact that you can't just slap up something that works on television and expect it to work on the Web.
This doesn't mean that some ads can't crossover and produce some benefit for the company, just that it lowers the changes of it having an impact that one created specifically for internet users could have.
"People go to the internet for entertainment. They don't go there to see an ad. You have to have something that makes them want to stay there."
Jason Jercinovic, chief executive of Communicator Interactive also added, "All these people seem to be doing is trying to extend the reach of a TVC by putting it up on the web."
What they are responding to is some people saying that viral campaigns are slowing down. I think they're wrong. What's happening is that many marketing companies are having a hard time understanding and creating campaigns that work for their clients online. As a result they create what they know which doesn't work as well online as in other mediums.
Keeping in mind that not every viral campaign will work, the chances are far better when the advertising is internet specific, and not just transferring commercials from other mediums and slapping them online.
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