Its interesting how parametrics like number of downloads and number of forwards are taken as measures to the 'success' or failure of an online launch. Easy as they come, these parametrics are anything but fine yardsticks to measure hits or flops.
Is 'number of downloads' an indicator to the quality of the product? p2p top movie downloads are actually the most average to low performers at the box office. they are mostly movies which people would pass watching at the theatres and rather download for free over morpheus.
The number of chain forwards that have circulated in 2005 exceed 10 billion. Viagra spamming ranks the highest at 6 billion. And that's no way a measure of the success of the viagra online marketing campaign.
Duncan J watts & Steve Hasker talk about utilizing social influences to device marketing strategies in the current issue of HBR. My questions to which are: Is success a comparative analysis or the measure of actual returns versus what's expected. Are the movies 'Shawshank Redemption' and 'Pi' online selling successes or gross theatrical failures? What are the parameters of measurement here?
To which I wrote 'conforming to aliens' quite sometime back.