Viral Marketing

 Viral Marketing

Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.The concept is often misused or misunderstood,as people apply it to any successful enough story without taking into account the word “viral”.Viral advertising is personal and, while coming from an identified sponsor, it does not mean businesses pay for its distribution.Most of the well-known viral ads circulating online are ads paid by a sponsor company, launched either on their own platform (company webpage or social media profile) or on social media websites such as YouTube.Consumers receive the page link from a social media network or copy the entire ad from a website and pass it along through e-mail or posting it on a blog, webpage or social media profile. Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most commonly utilized transmission vehicles for viral messages include: pass-along based, incentive based, trendy based, and undercover based. However, the creative nature of viral marketing enables an “endless amount of potential forms and vehicles the messages can utilize for transmission”, including mobile devices.The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential(SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.The term “viral marketing” has also been used pejoratively to refer to stealth marketing campaigns—marketing strategies that advertise a product to people without them knowing they are being marketed to,The term viral strategy was first used in marketing in 1995, in a pre-digital marketing era, by a strategy team at Chiat/Day advertising in LA (now TBWA LA) for the launch of the first PlayStation for Sony Computer Entertainment. Born from a need to combat huge target cynicism the insight was that people reject things pushed at them but seek out things that elude them. Chiat/Day created a ‘stealth’ campaign to go after influencers/opinion leaders, using street teams for the first time in brand marketing and layered an intricate omni-channel web of info and intrigue. Insiders picked up on it and spread the word.

 

 


Join us for Digital Marketing 3 Days Free Demo Classes. One course 30 Modules & 8 Certifications