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| Define the aims of the campaign, and how you will measure success |
preparing to go viral
Viral campaigns are unpredictable. As the market becomes saturated with more campaigns competing for attention, it is increasingly difficult for marketers to ensure a hit. However, careful planning means that you are ready when your campaign takes off. Careful planning also means that you have given the campaign the best chance of success.
1. Define the aims of the campaign, and how you will measure success
A video created by your department and watched by millions of people on the Internet is certainly an attractive proposition, but if it does nothing to contribute towards your business goals, it is a fun but pointless exercise. Can this medium reach your target market?
Determine if your campaign will be aimed at building brand awareness, driving traffic to your web site, growing anticipation for a new product, building lots of SEO links or making sure customers make a purchase right away. Viral campaigns should always build you links, whether or not that is main aim of the campaign – because of this you should try to influence the anchor text being used.
Viral campaigns are unpredictable. As the market becomes saturated with more campaigns competing for attention, it is increasingly difficult for marketers to ensure a hit. However, careful planning means that you are ready when your campaign takes off. Careful planning also means that you have given the campaign the best chance of success.
1. Define the aims of the campaign, and how you will measure success
A video created by your department and watched by millions of people on the Internet is certainly an attractive proposition, but if it does nothing to contribute towards your business goals, it is a fun but pointless exercise. Can this medium reach your target market?
Determine if your campaign will be aimed at building brand awareness, driving traffic to your web site, growing anticipation for a new product, building lots of SEO links or making sure customers make a purchase right away. Viral campaigns should always build you links, whether or not that is main aim of the campaign – because of this you should try to influence the anchor text being used.
