Kathy Sharpe

According to Richard Spalding, co-founder and mareketing director of Kontraband, an entertainment Web site, a common mistake businesses make is distributing content that’s not engaging enough or tied closely enough to the bigger marketing message. “Another common problem is when too much user data is required to play or interact with the viral. The consumer having to get involved with excessive signing-up procedures really hampers the chances of something going viral,” he says. But when viral marketing works, useful contact information can be collected for future promotions. “Marketing departments can know whether the campaign is on target,” says Spalding. “The data can be used

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