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New association to champion viral marketing

Leading agencies including Digital Marketing Communications, cdp-travissully, Cake and The Viral Factory are teaming up to promote viral and buzz marketing techniques.

Provisionally named the Viral & Buzz Marketing Association, the group will develop, promote and dispel myths to help viral marketing become more widely accepted as a key part of the marketing mix.

It will do this in part by creating international collaborations, swapping case studies and developing best practice.

Founding members come from the UK, US, Germany, France, Denmark and France and include: GD&SM Advertising; VM-People meme digital, formed by WCRS; and Maverick Media.

Justin Kirby, managing director of DMC, said: "Viral and buzz marketing is not new, but the use of these consumer-to-consumer techniques is becoming more prevalent, particularly as the falling effectiveness of traditional, marketer-to-consumer techniques is making advertisers look seriously at other ways to build brands and shift product."

Kirby said that a formal association was needed to help viral and buzz marketing establish a credible footing within the wider marketing community.

Sources: Brand Republic

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