A mere 15% of viral campaigns prompted people to pass them on, according to an Aug. 21 JupiterResearch report, “Viral Marketing: Bringing the Message to the Masses.” As a result, viral marketers plan on decreasing their targeting of “influentials” by 55% over the coming year, the report said. Yet abandoning viral marketing efforts may not be a marketer’s best bet because the tactic—when done right—can still be an effective way to reach new prospects. Read the complete article on BtoBOnline.