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Quote: 20% of online advertisers surveyed by Jupiter Research say they plan to test viral marketing in vehicles such as blogs this year—but Jupiter also found that most consumers don’t trust product information they get on social media sites. The winning advertising campaigns will plan for this by supporting viral campaigns with more conventional forms of online advertising, according to Jupiter’s report...

More than half—52%—of the online advertisers surveyed who say they’re trying viral marketing online this year are new to that form of advertising, Jupiter says. But those already familiar with the format have learned some things about what works and what doesn`t. For example, brand awareness is generally being placed ahead of direct response goals in online viral campaigns, it adds. 71% of viral marketers surveyed say they hope to increase brand awareness with viral campaigns, while 54% expect to drive online sales and 44% hope to drive offline sales with viral marketing online...