The New York Times has an article today on the use of viral and interactive marketing for consumer products. The article indicates that the percentages of advertising budgets earmarked for online campaigns is still very small but that "text messaging and web fluency" is on the rise among consumers but focused on the under-30 crowd.
Critical paragraph: "The sophomoric, shock-driven work is going to predominate for a while," said Owen Plotkin, president at the Now Corporation in New York, an editing boutique for television commercials and viral productions that was host for the awards. "That’s the easiest way to ensure people pass something along."
"It’s really hard to make something so compelling that it makes people want to share," Mr. Plotkin said. "But that can happen, too, and it does happen." Read on…
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