I haven't been involved in a web startup, but I have started a t-shirt company, and have been involved in many campus/non-campus related clubs and efforts that

I haven't been involved in a web startup, but I have started a t-shirt company, and have been involved in many campus/non-campus related clubs and efforts that required clever marketing. In my opinion, the web is no different, if anything, it makes virality happen much more quickly than by word of mouth, etc.