The Viral & Buzz Marketing Association (VBMA), an international group for the development, validation and promotion of consumer-oriented marketing trends and techniques, was launched last week and is open for applications from new members.
My friend Justin Kirby, managing director of DMC and viral marketing "guru", explains:
"Viral and buzz marketing is not new, but the use of these consumer-to-consumer techniques is becoming more prevalent, particularly as the falling effectiveness of traditional, marketer-to-consumer techniques is making advertisers look seriously at other ways to build brand and shift product. We have been talking with likeminded practitioners in the UK, US, France, Germany and other countries for some time now about our growing industry and the need for a formal association to help viral and buzz marketing establish a credible footing within the wider marketing community."
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