The viral metric: "return on attention"

12/21/2006 | Variety (subscription required)

In a Q-and-A with author Scott Kirsner, Arnold Worldwide's SVP for marketing and media innovation, Jamie Tedford, talks about the principles of viral marketing. "I think as marketers," Tedford said, "we are thinking about the sequencing and distribution of our content a little differently, and trying to get it to your most influential and passionate fan base sooner than when it goes mass."

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