Using viral video in marketing strategies could help businesses further their relationships with customers, it has been suggested.

According to Article 10 Presentations, employing such films as an online PR method allows consumers greater control and power in the dissemination of ads, offering others the opportunity to discover them for themselves.

This in turn gives them "a sense of ownership", the firm attested, "which is likely to bring them close to the brand or product featured in the viral".

However, advertisers were also advised to be careful when using such videos, as relinquishing control over their marketing messages could lead to damage to reputations, because users have the capability to manipulate the content or not pass the material on at all.

Earlier this month, firms were recommended by Steven Cheliotis of The Centre for Brand Analysis to concentrate on strengthening their brands due to the fact there is little else that sets providers apart in a fast-moving industry.

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