Apple CEO Steve Jobs holds up the new iPhone that was introduced at Macworld on January 9, 2007 in San Francisco, California. David Paul Morris/Getty
You can rely on three things in life: death, taxes and holiday season stories about the year’s most in-demand holiday gifts. If you’re in the advertising industry, you can count on three more things: restricted budgets, ambitious targets, and the certainty that “going viral” online will make your product the must-have present. Not to be a Scrooge, but let’s talk reality. First, it’s worth acknowledging that the odds of spreading at a viral scale are very low. Even if a brand creates the most talked-about piece of content online, the numbers simply aren’t large enough to move the needle. And that moment of buzz is all too fleeting. There’s a reason “Internet time” is shorthand for “blink and you’ll miss it.”
Second, the data on going viral is absolutely conclusive. Read more here…

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