Great post by Scott Monty on his Social Media Marketing Blog. He starts out:
"Viral marketing is like the weather: everyone's talking about it, but no one is doing anything about it.
You know why? Because you can't. That's right. You can't simply manufacture viral marketing. But don't tell that to some marketers. They're out there, practicing something akin to alchemy."
He's spot on with his post. I would like to add 2 thoughts:
1) It's all about the idea. Revolutionary things are happening in the advertising world but the core of advertising remains: A good idea will be successful.
2) However, in this new world of gazillion channels, our job as marketers is to find the right distribution channel to allow the great idea to spread.
My formula would be: Research + outstanding idea + chosing the right distribution channels: Wildly successful campaign.