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No one wants to waste valuable marketing dollars. But that is exactly what many businesses do when they don't take the time to figure out exactly who they should be marketing to and what they should be saying. Without this you are just doing "random" marketing and hoping someone will respond. Why not do "laser" marketing designed to reach exactly the type of people who are most likely to respond, and with a message that speaks directly to their needs? (C) 2005 Debbie LaChusa Title: The Theory of Viral Marketing via Videos and Websites Word Count: 1620 Summary: Viral marketing is the holy grail of marketing. The goal of any successful marketing campaign is to generate buzz and awareness about the product or service being offered. If done correctly, the campaign will generate expansive reach, strong brand-building, strong sales, all at a relatively low production and distribution cost. Keywords: viral marketing adcubes videos big ad carlton draught coke happiness factory Article Body: Introduction and Background Viral marketing is the holy grail of marketing. The goal of any successful marketing campaign is to generate buzz and awareness about the product or service being offered. If done correctly, the campaign will generate expansive reach, strong brand-building, strong sales, all at a relatively low production and distribution cost. Viral marketing can occur through many mediums, but the Internet is currently the reigning champion. Cheap resources (always-on internet access), efficiency in building contact networks (email, messengers, blogs, websites, etc.), and an abundance of new content (think Youtube.com) means that there is always something interesting and easy to share. Videos and websites are probably the most effective internet platforms for internet viral marketing. The caveat of viral marketing is that since you are leveraging other people's resources (their time and effort, their email lists, etc.), they will be on the lookout for signs of commercialism. A person will not spread a company's message because there is no benefit for him. He actually suffers because he is losing credibility among friends. On the other hand, if the same person told his friends to give to an orphanage or other charity, he will be well received and appear magnanimous. So assuming that your target viral marketer û the person who sees your ad and must spread the advertisement to his acquaintances û falls somewhere in between the extremes of shamelessly plugging

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