Viral marketing is a great way to spark online buzz about a brand and kick off social media discussions, an expert has said.

Matt Smith, director of business strategy at The Viral Factory, urged firms to abandon outmoded ideas about viral being just for edgy, daring brands as opposed to “grown-up” firms and jump on the social media bandwagon.

He stressed that many established businesses have taken advantage of viral marketing campaigns and achieved massive success.

“Viral tends to lend itself well to product launches and is great for generating awareness and it works well for clients with a global audience or [those] that at least span a number of borders,” Mr Smith commented.

He stressed that if sales leads have deserted traditional arenas and migrated online, then it stands to reason that marketers should be going online too.

According to eMarketer, online ad spending performed well in the UK in 2009 and looks set to rise a further seven per cent in 2010 to £3.79 billion.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing