{"id":4662,"date":"2014-10-05T10:27:30","date_gmt":"2014-10-05T10:27:30","guid":{"rendered":"http:\/\/www.marketingteacher.com\/?p=4662"},"modified":"2023-07-10T15:40:08","modified_gmt":"2023-07-10T14:40:08","slug":"viral-marketing","status":"publish","type":"post","link":"https:\/\/marketingteacher.com\/staging\/5483\/viral-marketing\/","title":{"rendered":"Viral Marketing"},"content":{"rendered":"<h1>Viral marketing<\/h1>\n<p>Viral marketing is the equivalent of online word-of-mouth. Viral marketing, aka Buzz marketing, uses all of the digital marketing media to disseminate a message which is passed along from person to person; it&#8217;s viral because it spreads like a virus or disease and if successful communications can expand exponentially.<\/p>\n<p>Viral marketing campaigns are often spread via e-mail or social media (and here we include YouTube as well). The campaign can reach a large number of individuals in a relatively small amount of time, and marketers seek to harness this very powerful effect. So when planning an integrated marketing communications campaign today&#8217;s marketers will take into account viral marketing.<\/p>\n<p>There are a number of mechanisms that can be used for viral marketing, which are known as agents, mechanics or execution types; these include, but are certainly not limited to, images, jokes, quizzes, video clips, games, e-cards, micro-sites, and others.<\/p>\n<p>Example &#8211; Heineken India &#8211; Viral Marketing Campaign.<\/p>\n<p>Viral marketing will help a business boost a cost-effective amount of brand awareness, and it could also plant the seeds for consumer awareness or interest in an alternative marketing communications campaign; for example it could be a teaser campaign. Other benefits include:<\/p>\n<ul>\n<li>viral marketing will extend other communications activities<\/li>\n<li>it will help you to reinforce, reinvent, and remind customers of existing or previous campaigns<\/li>\n<li>it will help amplify and extend the messages, and because it&#8217;s viral there is a novelty value to the campaign<\/li>\n<li>of course in relation to word-of-mouth marketing, there is a buzz which surround your campaign too<br \/>\nyou will also reach beyond your organisation\u2019s core market.<\/li>\n<\/ul>\n<p>Conversely there are disadvantages to viral marketing, some of which are listed here:<\/p>\n<ul>\n<li>once the campaign started you cannot control it: a TV campaign can be stopped but a digital viral campaign cannot<\/li>\n<li>you cannot control when it starts and when it stops, or when it accelerates<\/li>\n<li>you cannot control the reach, and you may be communicating with segments who you would not generally target; this is<\/li>\n<li>wasteful but also means that you could be damaging your brand<\/li>\n<li>the viral might be taken out of context; the word-of-mouth effect could be perpetuating a problem, and it might be the problem which is the sole reason why the viral is successful.<\/li>\n<\/ul>\n<p>What makes a successful viral?<\/p>\n<ul>\n<li>They can be funny.<\/li>\n<li>Virals can be outrageous<\/li>\n<li>It has a unique or controversial approach<\/li>\n<li>Culture can be challenged such as sex or religion<\/li>\n<li>Try something that has no connection with your product.<\/li>\n<\/ul>\n<p>Example &#8211; Viral Marketing &#8211; Jimmy Kimmel<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Viral marketing is the equivalent of online word-of-mouth. Viral marketing, aka Buzz marketing, uses all of the digital marketing media to disseminate a message which is passed along from person to person; it&#8217;s viral because it spreads like a virus or disease and if successful communications can expand exponentially.<\/p>\n","protected":false},"author":1,"featured_media":4671,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[11],"tags":[22],"class_list":["post-4662","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-viral-marketing-2"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4662","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=4662"}],"version-history":[{"count":3,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4662\/revisions"}],"predecessor-version":[{"id":7499,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4662\/revisions\/7499"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media\/4671"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=4662"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=4662"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=4662"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}