Businesses may only just be getting comfortable with today's models for viral marketing campaigns, but some are already talking about the need for different techniques.

Will Jeffery, managing director of Maverick, a London-based production company specialising in viral advertising, believes big advertisers will in future create their viral advertising first, since he believes it is more in tune with their target audience than traditional advertising. They would then let this drive their entire communications effort. "The viral space is driven by quality of ideas. Once you've developed a creative concept that works virally, it should be transferable into any other media, and you can let it drive the whole campaign," he says. "How you integrate paid-for media to work alongside a viral is going to become increasingly important."