UM: Viral Marketing

The Columbus Dispatch reports on how Ford is using social media to market its subcompact Fiesta. The article quotes Christie Nordhielm, a UM marketing professor: ”These types of viral marketing campaigns can be a very effective tactic. However, they are usually not a source of sustainable competitive advantage … If it only works in the short run but doesn’t establish a long-term differentiation for the brand, then it is difficult to call it a truly successful campaign.” [Source]