Part of the challenge of consulting is working with companies and agencies that have exceptional ideas, amazing products, and challenges in aligning their digital marketing plans and their products. I have been working with a number of traditional agencies who are retained to leverage social media and digital viral marketing to build brand awareness and drive sales.
Aligning target audiences and campaigns is challenging because in some instances the most viral content is out of line with the target audiences. The kinds of viral content like rick-rolling, starwars-kid, and others seem not to be media mainstays of moms who make purchasing decisions.
What is the value of a viral campaign if it is not reaching the core target audience? Is there value in creating a buzz around a campaign even if it is not penetrating the core market? I think that there is tangible and measurable value in viral campaigns that are not tailored to the purchasing decision makers. Especially if it is a new brand looking to build name recognition, or a mature brand looking to revive interest.