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From the dawn of time, man has felt the need to express his feelings by means of communication. Now, as marketers face an audience craving viral information, they too must adapt. Conquest Research & Consultancy Ltd, a brand and product research agency, is hoping to help marketing departments with this dilemma. In its study "Contagion: Making Sense of a Marketing Epidemic," Conquest investigated the nature of viral information using InfeXious, a viral marketing research tool developed by the company. According to David Penn, the study's team leader, the human brain has always been home to an impulse to participate in social contagion. To conduct the Conquest study, Penn says, the team worked with InfeXious, which he says is a way of measuring how people feel about new ideas. According to the report: Unsurprisingly, empathy is another highly important dimension -- conceptually linked to belonging and the ability of some ideas to recruit people and connect with them.
content news Exploring the Viral Impulse With InfeXious f rom the dawn of time, man has felt the need to express his feelings by means of communication. Millenniums ago, cavemen shared stories around the fire. But as man evolved, so “Marketers who have done things successfully for the past 25 years or so now need to change their approach and have integrated these [social] technologies to align with consumer did his methods of thinking and responding to his society. Now, behavior,” says Steve Goldner, the director of social media at as marketers face an audience craving viral information, they Hachette Filipacchi Media. too must adapt. Conquest Research & Consultancy Ltd., a To conduct the Conquest study, Penn says, the team brand and product research agency, is hoping to help marketing worked with InfeXious, which he says is “a way of measuring departments with this dilemma. In its study “Contagion: Making how people feel about new ideas.” The tool was launched at Sense of a Marketing Epidemic,” Conquest investigated the The Advertising Research Foundation’s annual convention, nature of viral information using InfeXious, a viral marketing Re:think 2010, in New York on March 22 and at the MRS research tool developed by the company. conference, Research 2010, in London on March 23. Using According to David Penn, the study’s team leader, the InfeXious—which measured several campaigns based on buzz, human brain has always been home to an impulse to participate numinosity, belonging, energy, momentum, and excitement— in social contagion. “The neurological potential has been there Penn and his team investigated highly contagious campaigns for a long time. People’s desire to spread information is almost in a two-phase program to better understand viral strategies, insatiable,” says Penn. As media and technology have changed, and they concentrated on what marketing designs might work so too have the methods of sharing information. in the future. This, of course, has special meaning for marketing and PR Most contagious advertising has one common denominator, professionals in search of their Holy Grail: a video o
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