The dichotomy that has driven me to pursue what I call viral marketing science is that there are two ways to go about creating contagious campaigns. There is the path of conjecture and black magic “gurus” who cite un-researched social marketing “advice.” Then there is the path of data, analysis and testing. The scientific method often disproves “conventional wisdom,” which is often based on nothing more than guesswork and what “feels” right.
There are a bunch of other people and companies doing great research and work into this kind of marketing, but they are the minority.
I decided that the best way to bring the science of viral marketing closer to its full potential was to start training the next generation of scientists. So I am proud to present to you IVMS: The Institute for Viral Marketing Science.