My friend Jane Vandehorst of Vanderhorst Consulting sent me a short article from Marketing Sherpa I found very interesting and want to share. Marketing Sherpa features marketing case studies and data from recent surveys of professional marketers that are often very informative and have more details than you will find elsewhere, so I suggest you check out the site and consider subscribing to some of their free email newsletters.
This week's "Chart of the Week" showcases data from the Video Marketing Survey Marketing Sherpa conducted last month. The chart indicates how the 1,083 respondents rated the effectiveness of various tactics in promoting viral videos. The winner? Paid search!
This doesn't surprise me at all, but I would bet many people who have not promoted a viral video before, if asked "How would you promote a viral video?" probably would answer 'blogs', 'social media sites' or 'traditional PR' but as you can see those don't rate as well in this survey as paid search and paid media. The article makes the point: "The free methods are the most likely ones to be tried, but the least likely ones to succeed."
This is good info to keep in mind the next time someone tells you they want to do a viral campaign but not do any advertising at all to support it.
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