A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

Cool microsites, online games and video clips were the highest rated viral tactics according to Marketing Sherpa's "2007 Viral Marketing Survey".

Experienced marketers seem to have learned that spending more yields better results. 43% of those with video experience say they spend $5,000 - $10,000 on clips for their viral campaigns. 49% of the less experienced say they can do a video for $2,500 - $5,000.

Almost two-thirds of those surveyed said they plan to use video in their upcoming campaigns, but what are the chances that those videos will actually go viral? A survey conducted by Online Publishers Association indicates that the chances are low. The marketers' hope is that people will tell others (pass it on) when they see something amusing, strange or compelling. Of those surveyed, only 9% do this frequently, while another 29% do so occasionally.

You might conclude from these results that online video isn't as viral as we've come to believe. However, in the Influencer theory of marketing, only one in ten people in any field are actually viral, so getting 9% to pass the video on is right on the money.

The big message here is that online video can't stand alone in most cases. As always, the smart marketer will make this just one part of the overall campaign.