Source: Jupiter Research, "Viral Marketing: Bringing the Message to the Masses", Aug 21, 2007
Jupiter Research: "Viral marketers claim their marketing efforts generated positive effects during the past year, with 70 percent saying their campaigns succeeded in increasing brand awareness. However, this confidence is completely unfounded because so few marketers succeeded with relatively more concrete indications of increased viral activity (e.g., increasing engagement, getting consumers to promote products and services). In fact, getting consumers to promote products and services—the very activity that defines viral marketing—fared the worst of all success metrics. This paradox indicates viral marketers are optimistic about their campaign having some positive impact on consumers. When pressed, however, they cannot pinpoint where the impact can be observed."
- via Information Week