Haider Alleg speaking at Ecom Geneva 2011 ed.

Have you seen the number of buzzwords around social media and viral campaigns lately? In response, I had to return to this topic during the E-com event in Geneva. But first, why?

Viral marketing is not a trend.

Of course, it isn’t. We see great examples of brands running campaigns with views, comments and engagement. But how many brands locally come to an agency asking to be viral?

You don’t ask that. It is a thought process tailored to building growth for your brand. Will that be a positive or negative buzz? Who knows, but you are standing true to your concept and are willing to adjust it.