Viral marketing campaigns are less effective than the buzz about them would indicate, says a new report from New York bases Jupiter Research, which surveyed 3,580 marketers for their opinions.  Per the report, viral marketers plan to decrease use of this tactic by 55% within the next year.

While they effectively increase brand awareness, only 15% of viral campaigns in the last year actually achieved the marketer’s purpose of getting consumers to buy into and promote the company’s message to others.  And if a consumer doesn’t repeat the message to another, is a campaign really viral?

According to the report, the biggest problem viral marketers face – other than tracking campaign performance – is general ad clutter.