Implans has an interesting feature on viral marketing on their site. The Bottomline: virusses spread only then, when they’re easy to transmit. And since communication on the internet generally is very “cheap” compared to old media, it’s an ideal spreading ground for all kinds of e-mail memes:

What does a virus have to do with marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands… [...] Public health nurses offer sage advice at flu season: stay away from people who cough, wash your hands often, and don’t touch your eyes, nose, or mouth. Viruses only spread when they’re easy to transmit. Viral e-mail marketing works great on the Internet because instant communication has become so easy and inexpensive.

On the other hand, one has to consider the disadvantages of unsolicited bulk mail.

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