Friday, 15 February 2008

The Tipping Point is Toast

This year more than one billion dollars will be spent on word of mouth marketing campaigns to target "influentials". Projected to grow at 36% year over year, this is the fastest growing element of the marketing armory. A great article featuring truly innovative work by Duncan Watts, a network-theory scientist, says that it's all a waste of money. To substantiate his point, he has developed a new technique for propagating ads virally, harnessing the p2p power of everyday people, ignoring influentials altogether.

Really worth a read, the full article is here....

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