Studying the impact of innovation on business and society

Tag: word of mouth

Redefining Viral Marketing

In September 2008 at Web 2.0 Expo in New York, I shared something that many, to this day, believe to the contrary, “There is no such thing as viral marketing.” The declaration was empathetic in its direction to those marketers who have been on the receiving end of directives instructing them to create and unleash viral content. In parallel, the statement was aimed at those decision makers who assign such projects. Content, no matter how brilliant, creative, abstract, or controversial,…

FTC Values Sponsored Posts at $11,000 Apiece

What follows is the unabridged version of my latest post for TechCrunch, “FTC Values Sponsored Conversations at $11,000 Apiece“ Source: Shutterstock In May, I reviewed the proposed Federal Trade Commission guidelines that would ultimately affect and change how brands employ endorsements into their marketing, advertising, and communications programs. Today, the Federal Trade Commission made good on its threat promise by releasing its final revisions to the guidance it gives advertisers on how to keep their endorsement and testimonial ads in…

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