RICHARD PESTES WROTE:
> Can anyone offer examples or case studies of viral
> marketing campaigns that have worked, or even not
> worked?
TO WHICH SHRIRAM CHAUBAL REPLIED:
> Viral marketing is just another buzz word which seems to
> have become popular these days (as desperate marketing
> drones try to justify their dot.com share options).
>
> Draper VC: First heard of it there....
> http://www.drapervc.com/viralmarketing.html
I read this article and find it flawed. While they do
a good job dicussing what works about viral marketing
and why it works better than advertising (or works
where advertising doesn't) they never really deal with
the question of why Hotmail is so much bigger than
Juno. It is true that juno spent 4 times as much on
marketing and that marketing did not help Juno in terms
of market share, but juno also includes on the bottom
of every e-mail message to that goes out an ad for
itself. If viral marketing is so great than Juno
should have grown geometrically just like Hotmail. Is
the author's (unstated) conclusion that Juno has a much
smaller market share soley because Hotmail entered the
market first? If so, than what hope is there for late
entries into the online market besides buying out a
competitor?
Havah Hope
Internet Alliances Manager
A Perfect Dealer, Inc.
http://www.newbalance2000.com
http://www.aperfectsandal.com
http://www.dunhamboots.com
Received on Tue Dec 21 1999 - 07:41:13 CST
