Word to the Wise: Viral Marketing

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What is this magic bullet we call "viral marketing?"

Marketers who covet the results of campaigns that have spread like wildfire, and who may have used word-of-mouth- based campaigns with some success in the past, still believe in this magic bullet called viral marketing.

Marketers can (and should) create content meant to be shared—and then do all they can to encourage sharing—but only customers can decide whether it's actually worth sharing.

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