Of course surprise as an element of money marketing has been around forever.

Of course surprise as an element of marketing has been around forever. Another way to think of surprise is the technique of getting the person’s attention. Print advertisers do it with layout, ad design, copy and photography, radio advertisers do it with lead in announcements comments and sound, television -well, everyone knows how surprise leads to attention, and then hopefully leads to excitement and arousal and awareness and eventually liking and purchase and loyalty.

I point this out because yes, in viral marketing surprise is important but it is not a unique quality of viral marketing in the sense that this is what makes viral marketing unique. What makes viral marketing unique today is the use of the internet and certain subsets of the internet (social networking for example) to try to “create” a viral marketing campaign. Like “creating surprise” this is something that is as much an accident and a fortunate outcome as it is a well planned money one.

If the viral marketing campaign is good, if the underlying value proposition is good, if the channels of communication are good, then elements like surprise can help reach that much sought after tipping point.

The article is a good one, and as we marketers continue to try to find ways to connect with more potential customers, viral marketing looks more and more appealing. But, sadly, it is still marketing after all, and anyone who has any experience with marketing knows it is hit-and-miss.