The fact that Seth uses “a book” to describe the solution or benefit of proper viral marketing seems to be a pain point for you. I’m sure you regularly read all his posts, and realize that he has had a successful run of 12 non-free books, and a ton of free content – the context of his argument changes: The role of marketing goes beyond marketers. The task of a company is to serve well and produce great things – so why do we settle for mediocrity? His goal is to try to reach marketers & non-marketers to think in terms of customer satisfaction versus advertising, campaigns, or sales, or the next big thing (in this case ‘viral’ or ‘free media’).

Just as 800+ people viewed this blog and 5 responded, 200,000 people may read a great book and only 20 may act. It all comes back to the genuine interest of the content provider in the viewer/reader.

Thanks for the post and the conversation.

Cheers,
Steve

Yes and he is true. But I also feel that if you point to agencies and marketers, you should also help them. If you criticize them: fair enough.

Help is not telling how much your book was downloaded: we’ve heard that song. Help can be: give them concrete steps what to improve!

Like you are doing now:
Becoming a WOMMA member is a smart first step.

But what are the other do’s and don’ts? What are concrete and tangible examples of bad virals and strong virals?

What other steps can agencies and marketers take, besides buying his book

Cheers

Igor

I don’t say that there’s a bunch of clueless marketing agencies and clueless marketers active in viral marketing. But there are cowboys who give viral marketing a bad name.

I think this is part of the organic growth of a young and fast developing market. We saw (and are still seeing) this in search engine marketing.

I think the point here is not what Seth Goding can do to give viral marketing a better name. I think the point is how every agency and marketer active in viral marketing can get together to lift the market up to a higher and more professional level. Initiatives as WOMMA are a good step in this direction.