Vi segnalo un interessante documento: Viral Marketing for the Real World.
….as appealing as the viral model of marketing seems in theory, its practical implementation is greatly complicated….
….it is possible for media companies to benefit from the insights of viral marketing, while avoiding its most serious pitfalls. We propose an approach called “Big Seed” marketing that combines viral marketing tools with oldfashioned mass media in anew and creative way….
….the result is still not a free lunch, nor is it a magic bullet, but it can generate returns on investment that are nevertheless impressive, and far more predictable than purely viral approaches….