Espresso kicks off its DoubleShot video series by debunking the myth of "viral" marketing. Viral marketing is a 15 year old term with a lot of baggage—and we say it’s time to kick it to the curb. Sure, you want your video or marketing campaign to "go viral," but viral isn’t what a video or campaign is, it’s a term that describes how it spreads. And unlike a real virus, which has the mechanism for spreading built right into it, your content is going to have to work a little harder. Get your DoubleShot and find out how and why.

For more, check out "The Ugly Truth About Viral Marketing" deck - slideshare.net/mzkagan/ugly-truth-about-viral-marketing