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By Carl Weinschenk

This interesting piece at MarketingSherpa details the marketing approach taken by Arbor Networks, an Internet security firm.

The company didn’t have a lot of money to burn, so it went viral. The resulting marketing and sales campaign featured blogs, video games and white papers. Each viral launch was promoted in a number of ways, most of them quite traditional. The piece describes the campaign, the results and offers some lessons-learned advice.

The bottom line is that Arbor thought creatively. It's easy to push a business using traditional advertising and marketing campaigns, and these produce decent and predicable results. However, in today's instantaneous online culture, companies need new approaches. There is a lot of good news here: These campaigns are inexpensive and a lot of fun to dream up and execute.

This means that "conventional wisdom" is far less important than it was in the past. It also changes the relationship of a business to outside experts. There are people who offer invaluable information on the structure of the new media and how to harness it, and there are people who have extraordinary skills in executing on an idea.

But, in the larger sense, the broad array of choices and the endless ways in which they mix means that the ultimate experts—the people who really are best positioned to determine what will work and what won't—are those who run the business. They know who their customers and potential customers are, the best ways to reach them and the most effective things to say.

Carl Weinschenk is the Editorial Director of SmartBiz.

Carl Weinschenk is the Editorial Director of SmartBiz.
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