Viral Marketing
What’s inside: An introduction to viral marketing, and a history of the term followed by key terms and concepts. In how it works there are a couple of short case studies to look at viral marketing in action, and we then look at the steps required when you are preparing to go viral. With a viral campaign launched, now what? shows you how to be prepared, and we look at astroturfing.
There is a summary of the chapter, and the bigger picture shows how viral marketing fits into the marketing mix.
There is a summary of the chapter, and the bigger picture shows how viral marketing fits into the marketing mix.
Introduction
 |
| Viral Marketing |
Word of mouth marketing is powerful. Edelman’s 2008 Trust Barometer shows that 58% of respondents trust “a person like me” as a spokesperson. In the social media chapter, you learned some of the ways that marketers can tap into the media that promote this kind of trust. Messages passed on from “a person like me” is word of mouth marketing, and online that same message can be passed on through social media.
Viral marketing is a form of word of mouth marketing which aims to result in a message spreading exponentially. It takes its name from a virus, because of the similarities that marketers aim to emulate:
Viral marketing is a form of word of mouth marketing which aims to result in a message spreading exponentially. It takes its name from a virus, because of the similarities that marketers aim to emulate:
It is easily passed on.
The number of people who have been “infected” grows exponentially.
Viral marketing campaigns can have other similarities with a virus. Viruses often spread by masking their true intentions. Some viral marketing campaigns are similar – they hide their true message in an attempt to spread. Viruses rely on the connected nature of people to spread, and so do viral marketing campaigns.
Viral marketing campaigns are not as easy as they may appear. They require careful preparation, and a little bit of luck..
Viral marketing campaigns can have other similarities with a virus. Viruses often spread by masking their true intentions. Some viral marketing campaigns are similar – they hide their true message in an attempt to spread. Viruses rely on the connected nature of people to spread, and so do viral marketing campaigns.
Viral marketing campaigns are not as easy as they may appear. They require careful preparation, and a little bit of luck..
