Explore the world's #1 largest database of ideas and innovations, with over 400,000 inspiring examples.
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 750 brands rely on our AI-powered Trend Reports to get better, faster insights.
Join over 200,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Join 20,000,000+ people getting better and faster with our New York Times Bestselling methods, best innovation books & keynote videos.
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
Learn how the Trend Hunter harnesses the power of artificial intelligence.
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Keynotes & Workshops
Empower your team with the insights and frameworks they need to innovate better and faster.
Custom Research
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Futurists
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
Get answers to common questions about Trend Hunter.
Stay on the cutting-edge with the help of the Trend Hunter community.
Meet the team trusted by hundreds of leading businesses worldwide.
Find opportunities to accelerate your career with the #1 Trend Firm.
Grow your professional skillset in an award-winning workplace.
Catch up on noteworthy Trend Hunter news and media mentions.
Build a portfolio and put your trend-spotting abilities to the test.
Supercharge your marketing by partnering with Trend Hunter.
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
World Summit
Join the world's top innovators at our 3-Day Toronto event.
1-Day Innovation Events
Explore our 2019 tour dates and find the best city to inspire your team.
Custom Events
Host a custom innovation conference in your city that will inform and inspire.
Custom Training
Bring the Future Festival experience directly to your team with custom training packages.
Search our database of over 390,000 cutting edge ideas.

Viral Marketing Not So Contagious

Jupiter Study Disappoints

— September 4, 2007 — Marketing
It turns out viral marketing isn't quite as contagious as businesses have been led to believe. Web 2.0 called for a rise in viral ads in order to best reach target consumers, yet a recent study by JupiterResearch shows that only 15% of these ads have been effective. The report titled "Viral Marketing: Bringing the Message to the Masses" was a reflection of the last year.

Viral marketing rests on the idea that an ad is so great, people will immediately want to forward the message on to a friend. The most common methods are by forwarding e-mails or newsletters, or by blogging.
"55% of marketers plan to decrease viral ad campaigns that target so-called 'influentials,' the trendsetters believed to lead the rest of the consumer sheep, so to speak," Information Week reported.

It turns out, 70% of advertisers think they're campaigns are dong pretty darn well, believing their brand awareness is increasing like wild fire; however, the study points out that their "confidence is completely unfounded because so few marketers succeeded with relatively more concrete indications of increased viral activity." Viral marketing is all about getting consumers to promote a brand, but it turns out that act "fared the worst of all success metrics."

Information Week recalls a Forrester Research report from last year mentioning that "consumer use of pop-up blockers and spam filters had doubled in the past two years."

So what's a business to do? Restrain a little.

"Regulating the spreading of viral messages is necessary to preserve reasonable response rates and ensure users do not abandon sites that have become too commercial," JupiterResearch wrote. "Fifteen percent of online users have stopped visiting sites because the sites have too many ads. Much of the responsibility for controlling ad clutter rests on the shoulders of the Web publishers themselves."