The phrase "Viral Marketing" has become quite the buzz word of late. But I personally don't buy it. It might be fashionable and working for now but it most definitely isn't anything new. Even Wikipedia's definition refers to the use of existing social networks. Pah, as if the web can claim this form marketing.

Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.[1] Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.[2] Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The basic form of viral marketing is not infinitely sustainable.

The Hypothesis

I'm going to dive right in to my hypothesis. I think that if you go as far back as the birth of christianity you will find viral marketing. Maybe it appeared in different forms (godly or other) but it was present even then.Jesus was a man of old, but his story spread throughout the land back in the day. How? Very simply. He did something amazing, incredible, unbelievable even and word spread. He basically created his own viral video without the video. He did something that no one had done before or seen before and the word spread like wildfire. He created his own version of the Rayban, Evolution of Dance, Avril or Dead Terrorist Youtube video and then the public did the rest.

The Scale

Yes the scale of the word spreading might have been significantly less than the 2 Billion people worldwide who are online today but the principal was the same. Humans like to be astounded. On top of that human beings like to socialise, be the first, follow the group and participate in communities and all of this applied then as much as it did now.

The Message

What was being spoken of, spread around and "preached" back then is significantly different to the content that has become viral nowadays. Christianity and other religions spoke of a life-changing concept that was the word, a god, a set of laws, rules, beliefs and ideas that intended to change people and their way of life.Today content is funny, clever, different, advertising, movies, music videos and clever tricks that fascinate people and keep them occupied for just long enough to want to send on the video, blog post, article, website or concept to their friends and their friends and their friends. Yet again, the basic concept remains the same. I like it, I like to participate with people in what I like and thus I will send it on so I can discuss it with them, debate it with them and enjoy it with them. God, The Bible, a video, blogger or mp3, anything can go viral and has been going viral for centuries.

The crusades

The great era of the crusades which were so quickly forgotten by many people today is not necessarily an example of anything viral. It is an example of aggressively marketing a concept to a market that is possibly unwilling or isn't aware that they like the idea just yet. That is, until you shove it down their throats with a blade.Much like today's corporations. If you don't use Google you probably aren't getting the best results. However there are people who use ask.com, yahoo.com, cuil.com (are there people using Cuil?) or any slew of other options. Just as there were people believing in Allah or any number of other gods or demi-gods. If you aren't using Google however it is hard to get away from them, their spokespeople, their marketing - however subversive it may be - or their word of mouth presence. You will succumb to the Google Crusade if you haven't already.An estimated 2.1 billion christians exist in the world today. That is around and about 1/3 of the worlds population. Wouldn't you say that is the greatest viral campaign of all time? I would.

Preaching, Indoctrination, Propaganda and Sheep

Let's be frank about this, we are all sheep of one kind or another. The christian, muslim, hindu, agnostic, atheist, google, mozilla, microsoft, opensource, closed source or any other source out there. We all subscribe to opinions, likes, dislikes and beliefs. It is thanks to this wonder of humanity that viral marketing is and always will be the most phenomenal way to market a product or concept. People like to below, to prescribe and subscribe to something.Coca-Cola, Nike, Google, Apple, Honda, Toyota, Pepsi and Microsoft are all some of the most recognisable brands in the world because there are people sharing the brands and associated products amongst their friends, family and social groups. Viral marketing is not a web 2.0 revolution in marketing, it isn't even a web concept. It's a practice that has been used for millennia to make people money, spread a word or punt a product. Welcome to the wonders of history repeating itself.

An Example: FAIL

The recent "FAIL" trend that has swept the web is the perfect example of a viral concept shared amongst social groups. Everything is a FAIL. It has become a cult that is practiced offline as much as it is online. It started with one simple fail and expanded in to blogs, websites, videos, songs and more. It has transcended race, gender, age, culture, technology and platform. People can fail online, brands can fail with offices, products, articles or just about anything that exists.Viral marketing is most definitely not a FAIL but many have failed at viral marketing.