Advertisers adopting viral marketing should consider it as a long-term process to be successful in their campaigns. Viral marketing provides the opportunity to advertisers to focus on creating quality campaigns that deliver quality messages to the target audience. Analysts advise marketers that their main objective in launching a viral marketing is to get people to talk about the marketed brand. With this in mind, marketers must view viral marketing as an essential tool in influencing consumers' behavior. If the target consumers recommend a brand, then the viral marketing can be considered as effective in encouraging the target audience to make referrals to their network of friends. In addition, viral marketers should first target an existing group of loyal customers. Marketers should adopt a variety of tactics, including social tools such as video and widgets to drive traffic to the brand's site. However, not all marketers are employing the right tactic in ensuring the success of a viral campaign. The failed attempt by Nestle's Nesquick in its online campaign is one example. Nesquick's video of a graffiti artist drawing its logo targeted the wrong market. The company wanted to influence parents to purchase the chocolate drink for their children. But it is the young people in the 18-24 age bracket who watch videos on a regular basis rather than people who are 55 years old and over. Nesquick's video did not entice the parents to forward the message. From the Nesquick campaign, viral marketers should learn that video is not the only option available to them.