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Quote:With the arrival of the Internet, of course, technology has picked up this basic concept and given it a new spin. "Instead of word of mouth, now it's word of mouse," Wilson said. "But it's still essentially the same thing."

Viral techniques on the Web today include encouraging users to forward not just e-mails, but also links to blogs, YouTube videos or MySpace posts.

As with most Internet communications, the costs are low and the speed and ease factor are high. Unfortunately, those very advantages can lull marketers into thinking that viral marketing success will come just as easily...