24/7 Media, Inc.
, an interactive marketing company, announced the launch of an Instant Messaging (IM) based viral marketing tool. The IM Tell-A-Friend Marketing Tool combines the personal appeal, speed and reach of Instant Messaging with the Tell-A-Friend viral marketing product. The IM Tell-A-Friend Marketing Tool is part of a suite of products offered by the Company's 24/7 iPromotions division. This new tool will allow users the option to forward the link of a website to friends or co-workers who are fellow IM users. The "word of mouth" nature of the tool means that an offer can be forwarded to users who are actively online. Because each IM message arrives from a friend or co-worker, it is hoped that the message will be more likely to be immediately acted upon. Early tests have demonstrated a 300% increase in response rates over email broadcasts. -- Adam Bernard