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Viral Marketing isn’t that infectious after all. At least that’s the conclusion of Bringing the Message to the Masses, a new JupiterResearch report that reveals that only 15% of viral marketing efforts of the past year actually succeeded in getting consumers to spread positive word of mouth. One of the conclusions reached by researchers after taking a close look at the mechanics of social networks and customers connecting with other customers is that it is a lot harder to generate positive word-of-mouth among consumers than most marketers believe. (1 to 1 Weekly 10/15/07)

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