We’ve heard a lot about it but how many of us actually know the answer to the question “How does Viral Marketing Work?” This technique basically involves passing something about that people would consider interesting enough to be passed on to other people. The process resembles a chain letter. Before proceeding with a viral campaign, the person or company knows exactly what kind of goal they are trying to achieve or what kind of target they are trying to reach. This may be lead generation, brand awareness, profit building, data capture, or something else.
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http://www.associationofmarketing.org/articles/view.php?article_id=5348
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