Prior to GEM, Alex worked in the feature film and music video industry. Those experiences landed him on productions with the likes of; Lil Wayne, Birdman, Rick Ross, Travis Porter, Mike Jones, Killer Mike, and Outkast. His independent films have been featured in multiple international film festivals as well as on Netflix. His work has won multiple Telly, Aurora, and Davey Awards.
There are many ways to determine which efforts are producing results and which ones aren't. For example, you can study your website's analytics through your web host or by using Google Analytics. Most social media sites provide analytics as well, or you can use tools such as HootSuite to get social media analytics. Your email service should also provide you with information on the open rates and engagement rates for your emails.
Study after study has proven that referral marketing is one of the best forms of marketing when it comes to sales and conversions. Simply put, referral marketing, sometimes also called word-of-mouth marketing, is just people purchasing products based on someone else's opinion or influence. It's a powerful marketing channel because people trust the opinions of other people in their lives and people they respect, whether that be family, friends, social media influencers or big stars. 
Just before launching in 2007, Dropbox created a virtual build: a 90-second video describing its services (and why people should pay for them) and asking for feedback. In doing so, they attracted 5,000 subscribers. After implementing customers’ feedback, they revised their product and released another 90-second video asking for feedback, generating 75,000 more subscribers in just one day. Once the product was finalized, Dropbox embarked upon an expensive marketing plan that resulted in unprofitable customer-acquisition costs.

Don’t make your customers root around your website searching for a referral link. Or even worse, dig through their email to find out how to log into your portal and see their reward status. The harsh reality is people aren’t going to sign up for your referral program if they don’t know about it, so make sure you’re making it visible and prominent. Remember, the entire purpose of the program is to get people to spread the word about your brand, products and/or services. If signing up to do so is difficult and frustrating, you won’t get the results you’re hoping for.
The disadvantages to consider with viral marketing include the nuisance factor. Due to the large amount of email people receive daily, viral marketing messages may be viewed as spam. Another consideration is negative marketing buzz. A message may not be construed as intended, and could be discussed in a negative manner. Viral marketing can also be hard to measure. 

Firstly, we covered off a little bit about what viral marketing is – other than one of a long line of buzzphrases that we’re so fond of in this industry of ours. Then we shared a few of my favourite examples of viral content, and finally, we left them with a playbook of sorts that aims to offer some guidance on how to go about creating earth-shattering virals!
Trust is the foundation of conversions and sales. But building trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. Stop selling and let the people come to you by providing them interesting and useful information. I couldn’t have said it better than Mark Schaefer, the Executive Director of Schaefer Marketing Solutions:
According to a paper by Duncan Watts and colleagues entitled: "Everyone's an influencer",[66] the most common risk in viral marketing is that of the influencer not passing on the message, which can lead to the failure of the viral marketing campaign. A second risk is that the influencer modifies the content of the message. A third risk is that influencers pass on the wrong message. This can result from a misunderstanding or as a deliberate move.
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