Viral campaigns 'have an organic effect'

22nd May 2008

Viral marketing is successful because its effect seems organic, one industry member has said.

Initiatives involving the viral distribution of video or other content raise consumer awareness because they do not appear calculated, said Henry Palmer, director of Society Media.

For instance, Friends of the Earth saw great results from their Big Ask campaign, which raised the profile of the charity in an organic way, he explained.

Mr Palmer said: "People often talk about the viral stuff; it often appears accidental.

"That's the beauty of them - they appear to be accidental successes."

Organisations with minimal budgets may find internet campaigns a cost-effective option, the Society Media director added.

Figures from the Charities Aid Foundation indicate that online donations processed by the organisation grew from £3.6 million to £6.8 million between 2003 and 2004.

Meanwhile, 15.23 million British homes were connected to the internet last year, the 2007 National Statistics Omnibus Survey found.