What is Viral Marketing?
It may sound like you're about to get sick with the flu, and in some ways viral marketing is much like a rapidly spreading disease. However, this is a plus, not a negative.
Viral marketing isn't about the spreading of a disease, but marketing messages and ideas spreading across the web to produce increases in brand awareness or to achieve other marketing objectives (increased product sales) through self-replicating viral processes. The classic example is giving something away for free which can spread on its own, like a funny video, free sample, a picture or story that evokes emotion, or a free application.
Take for example the many free iPhone apps you see promoted online. They are given away for free. However, many times you'll notice a little advertisement at the bottom or top of the application once it is launched. That advertisement has the ability to display a strong branding message and convert customers from a free app user to a repeat buyer. If the free app is compelling and useful enough people will talk about it and recommend it.....that is considered "going viral".
Another example that dates back to the 60's and 70's would be Multi-Level Marketing (MLM's) companies. They were essentially a form of viral marketing in which representatives would earn income through marketing products through their circle of influence while giving their friends a chance to market products similarly. When successful, the strategy creates an rapid growing network of representatives and greatly enriches adopters. Mary Kay anyone?
Here are a few of the most basic steps in starting a viral marketing campaign.
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FREE STUFF!
Give something of value away for free, a "freebie" (a product sample, video, etc, etc)
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Branded Free
This "freebie" is branded to your site, product, or service
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Brand Buzz
As people begin to use this freebie they talk about it
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Interaction with Brand
Via word of mouth, new people find your freebie and sign up
Just think about it... instead of spending huge amounts of money on magazine ads, TV commercials, or banner ads, you spent nothing besides the cost of the freebie - and let your fans do all the work for you. With viral marketing, your campaigns will suddenly grow a life of their own - and start to spread like a virus. Everyone wants it, and when they get it, they all want to share it. It is immensely powerful, usually having 500-1000 times greater impact than what you get from regular advertising medium. That being said, the key to any successful campaign is great content or goods for the target market. Viral marketing is 100% about emotional connections with the consumer you are trying to engage.
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What is Viral Marketing?
It may sound like you're about to get sick with the flu, and in some ways viral marketing is much like a rapidly spreading disease. However, this is a plus, not a negative.
Keep Reading »
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