Most of us are all pretty media savvy these days, but those of us on the Web, and particularly younger people on the Web, are savvier than could have been imagined just five years ago. What appeals now is perceived honesty, warts and all, in the message being offered. That's why humor is so pervasive in most of the advertising we see. Humor is just the truth in a palatable presentation. Authenticity is what people will accept.
Viral marketing needs to rely heavily on that.
Effective Themes Usually, for a viral marketing campaign to be strategically effective, it needs to demonstrate intrinsic value to the target audience. It needs to be consistent with self-expression. Frictionless viral marketing is when the audience spreads the word of a product or service merely by using the product or service. Examples include Hotmail and electronic greeting cards, where a link to the site accompanies every message sent. Active viral marketing requires customers' participation in recruiting new customers, as with AOL Instant Messenger , ICQ , and affiliate programs, for instance.