Thursday, February 14, 2008

Six Degrees

Nice article on the value of marketing the influentials with the aim for turning it into a viral campaign. The central theme of this argument which is in complete contradiction of Malcolm Gladwell's Tipping Point theory :

Cascades require word-of-mouth effects, so you need to build a six-degrees effect into an ad campaign; but since you can never know which person is going to spark the fire, you should aim the ad at as broad a market as possible--and not waste money chasing "important" people.

No wonder Time magazine named "You" person of the year.

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