COVER STORY


‘You could talk aboutmedia and content all day long – it’smy first love – but the bigger story


in our economy is the redesign ofwhatmost of us do for a


living,which is essentially services for other people


– fromart to science?


Creditedwith coining the termviralmarketing, former Harvard professor Jeffrey Rayport tells


John Kennedy that the future of advertisingwill centre on the use of real-time analytics and marketing to the individual, not themasses


L


ife can sometimes be a series of strange coincidences. For example, it is not often that you get to meet two peo- ple alleged to have coined the term‘viralmarketing’ in the same year. Last November one of America’s most suc- cessful venture capitalists Tim Draper – the astute investor who funded Hotmail and Skype and who claims


to have invented viral marketing when helping market Hotmail – was in Dublin and granted an interview. And last month, another visitor to Dublin was Jeffrey Rayport,


the esteemed Harvard professor who wrote an article for Fast Company in December 1996 entitled ‘The Virus of Marketing’, where he described a virus as the ultimate marketing programme.


Volume 4 Issue 3 2010 Marketing Age 23


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