Ivan Askwith, Director of Strategy at Big Spaceship, recently offered an insightful perspective into how brands could best engage consumers over the long-run.

Ivan Askwith, Director of Strategy at Big Spaceship, recently offered an insightful perspective into how brands could best engage consumers over the long-run by ceasing to refer to “viral” as merely a campaign objective – but rather as a deliberate choice to share quality content that a consumer will be motivated to share with others.

According to Askwith,

It’s time to accept a difficult truth: viral isn’t a quality that we, as marketers, have the power to bestow. In fact, viral isn’t an inherent trait that advertising can have at all. Viral isn’t what a marketing campaign is, but how that campaign spreads. And when a campaign does achieve viral propagation, it’s not simply a function of what we do as designers and planners. Instead, it’s a function of deliberate choices that each consumer makes about what is worth sharing and why.

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