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Strategies & Market Trends : ZixIt Corporation (ZIXI)
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To: DaveMG who wrote (3925)9/27/2002 10:30:36 AM
From: Kevin Podsiadlik  Read Replies (1) of 4120
 
"Viral" marketing is just another way of saying marketing on the cheap. Zix HAS to "believe" in viral marketing, because they simply can't afford an active marketing campaign.

Unfortunately it's been seen to bomb -- and spectacularly so -- as recently as last year, when their target market was individual consumers. Even an Editor's Choice award from PC Magazine couldn't net them more than a few thousand ZixMail customers, when their goal had been 600,000. Even the shorts were surprised at the magnitude of that failure.

Your "why take the risk going after the crums" question might be better directed at the shorts in companies like Nortel and Lucent, where the prices are under a buck and still the shorts press onward. Relative to the shorts' risk in those stocks, this one is all but a sure thing.
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