The success of virtual goods as a form of marketing has been hailed by Nir Eyal, chief executive of AdNectar, in a recent eMarketer.com report.
Virtual goods are items which can be passed between friends for free, typically found on social networking sites such as Bebo or Facebook.
Benefits to brands are that their imagery is passed between target audiences at a one-off price, while internet users benefit from a free form of communication and entertainment.
The success of virtual goods comes from the fact that once a virtual item has been created, Mr Eyal said, there are no more costs despite how much the items are circulated.
"First, the analytics show that these campaigns work. For the campaigns we’ve run so far, there was very high purchasing intent lift over a control group that wasn’t exposed to the item," explained Mr Eyal in the eMarketer report.
Embracing the internet could have many benefits to almost any kind of business, from making contact easier to increasing brand value.
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