How Viral Marketing Works
Viral marketing refers to stealth marketing techniques that produce increase in brand awareness exponentially through a self replicating process, very similar to the spread of a computer virus. Through the Internet, it reaches a large number of people fast. Viral marketing has the ability to execute a low cost marketing campaign, and obtain response from a large number of interested people. A real marketers dream high and rapid response, at a low cost!
As a strategy, Viral marketing encourages people to pass on marketing messages to others, and create a potential for growth, exponentially. For many people, the term viral marketing is quite offensive, reminiscent of the virus that replicates over and over again, with no end. Viral marketing is the word-of-mouth equivalent of the off-Internet marketing strategy. Viral marketing, however offensive it may seem to some, has come to stay.
The start of Viral marketing is attributed to Hotmail one of the first free email services. At the bottom of each of the free email sent out was a small message ‘Get your private, free email at hotmail.com.’ All the recipients of the senders emails, their friends and associates, would see the message, sign up for the free email service, and help send the message further to their own list of friends and acquaintances. This carefully designed viral marketing strategy sent a small message rapidly across, all over the Internet.
The Elements Of Viral Marketing
If you are thinking of incorporating Viral marketing in your overall strategy, this is what you can do. Some may work and some may not, and not all will work as easy as the Hotmail strategy did. A look at some of the elements:
- Giving Away Products And Services: This is the primary element of Viral marketing, giving away free products and services. Free e-mail services, free information, free software programs that perform powerful functions (later, you can hit them with the pro version). Free generates more interest than cheap and inexpensive, and soon this will generate enough interest for the businesses to generate income. This is the basic strategy, you give away something first, and then sell later.
- Providing Effortless Transfer: To make the virus of viral marketing spread, you need a viable medium. A medium that will help transfer and spread your message with ease and comfort, something like an e-mail, website, graphic, software download, etc. Internet offers the best, instant, and a very inexpensive way to transfer and replicate your message. Make your Viral marketing message short, compact, and compelling so as to be able to transmit without degradation.
- Building Scalability: For your viral marketing strategy to work, it must have the ability to spread rapidly from small to large. As in the case of Hotmail, it was limited by the spread of the message only over its own servers. You need to plan ahead in your strategy, and build scalability in your model.
- Utilizing Existing Communication Networks: Humans are social animals, and every person has a network of 8 to 10 close friends, family, and associates, with whom he communicates. Some people, depending, have scores and hundreds with whom they may be communicating on a regular basis. Today, people have developed a network of relationships through the Internet. They have a network of emails and favorite website URLs. Your viral marketing strategy must include ways to place your message into these existing networks to multiply and spread rapidly.
- Using Others Resources: Your viral marketing strategy must include the use of others resources, such as placing your text or graphic links on others websites. This way, other peoples websites are relaying your messages, which can be seen by hundreds of visitors visiting those websites.
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How Viral Marketing Works
Viral marketing refers to stealth marketing techniques that produce increase in brand awareness exponentially through a self replicating process, very similar to the spread of a computer virus. Through the Internet, it reaches a large number of people fast. Viral marketing has the ability to execute a low cost marketing campaign, and obtain response from a large number of interested people. A real marketers dream high and rapid response, at a low cost!
As a strategy, Viral marketing encourages people to pass on marketing messages to others, and create a potential for growth, exponentially. For many people, the term viral marketing is quite offensive, reminiscent of the virus that replicates over and over again, with no end. Viral marketing is the word-of-mouth equivalent of the off-Internet marketing strategy. Viral marketing, however offensive it may seem to some, has come to stay.
The start of Viral marketing is attributed to Hotmail one of the first free email services. At the bottom of each of the free email sent out was a small message ‘Get your private, free email at hotmail.com.’ All the recipients of the senders emails, their friends and associates, would see the message, sign up for the free email service, and help send the message further to their own list of friends and acquaintances. This carefully designed viral marketing strategy sent a small message rapidly across, all over the Internet.
The Elements Of Viral Marketing
If you are thinking of incorporating Viral marketing in your overall strategy, this is what you can do. Some may work and some may not, and not all will work as easy as the Hotmail strategy did. A look at some of the elements:
- Giving Away Products And Services: This is the primary element of Viral marketing, giving away free products and services. Free e-mail services, free information, free software programs that perform powerful functions (later, you can hit them with the pro version). Free generates more interest than cheap and inexpensive, and soon this will generate enough interest for the businesses to generate income. This is the basic strategy, you give away something first, and then sell later.
- Providing Effortless Transfer: To make the virus of viral marketing spread, you need a viable medium. A medium that will help transfer and spread your message with ease and comfort, something like an e-mail, website, graphic, software download, etc. Internet offers the best, instant, and a very inexpensive way to transfer and replicate your message. Make your Viral marketing message short, compact, and compelling so as to be able to transmit without degradation.
- Building Scalability: For your viral marketing strategy to work, it must have the ability to spread rapidly from small to large. As in the case of Hotmail, it was limited by the spread of the message only over its own servers. You need to plan ahead in your strategy, and build scalability in your model.
- Utilizing Existing Communication Networks: Humans are social animals, and every person has a network of 8 to 10 close friends, family, and associates, with whom he communicates. Some people, depending, have scores and hundreds with whom they may be communicating on a regular basis. Today, people have developed a network of relationships through the Internet. They have a network of emails and favorite website URLs. Your viral marketing strategy must include ways to place your message into these existing networks to multiply and spread rapidly.
- Using Others Resources: Your viral marketing strategy must include the use of others resources, such as placing your text or graphic links on others websites. This way, other peoples websites are relaying your messages, which can be seen by hundreds of visitors visiting those websites.
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Viral Marketing Viral Marketing Viralâ?¦internet Users Advertising
Viral marketing has certain similarity with the epidemics, in the sense that everything “infected” by the advertising message, is a possible transmitter of he himself. If the viral message is sent to a user and this one transmits it to more than one, and the chain continues, the phenomenon of the epidemical expansion, so that we attended the diffusion of a content in form similar to which they do, in the nature takes place, the virus; of there the expression viral marketing.
But what has again in viral marketing? If we really spoke of the recommendation necessity from a user to another one, we are considering the so famous subject of the “mouth-ear”, this is the intervention of the prescriptor, which after proving the product or service, recommends it to another one.
Nevertheless viral marketing is characterized by two aspects that differentiate it:
a) The necessity of the initial creation of the advertising message on the part of the producer of the service or marks.
b) The depth and speed of the transmission. The transmission form usually is pyramidal; the speed is infinitely superior to the existing one in the real world, as a result of the capacity of information transmission that presents/displays Internet. It agrees to remember that different specialized studies indicate an average of 12 shipments on the part of an internet user at whom has pleased to him, to multiply by 12 a message irremediably turns it viral and epidemic.
What advantages present/display a campaign of viral marketing? Without a doubt they are many, we could make specific them in five:
Viral marketing one.- The cost of transmission of the information.- Really low, produced the support of the message, its expedition is very cheap. Of his it will be enough with sending it to few interested that they will be the ones in charge to spread it in the network.
Viral marketing two.- The facility of its transmission.- The intervention of the person in charge of marketing in the diffusion is really small, the affluent message designed and directed to target adapted, avoids having to control its diffusion, because this takes place automatically.
Viral marketing three.- The allowance for the transmitter.- Specially in the campaigns based on humour, the initial receiver of the message, imagines almost immediately the satisfaction that will produce the message in its knowing, so that for him he is very rewarding to send it.
Viral marketing four.- The pre-existence of virtual communities.- Either they are of professional character, or they are of simple social relation, if target of the campaign or has been defined, the message will expand irremediably by those groups of interrelated internet user to each other.
Viral marketing five.- The repercussion in traditional means. The ample diffusion of Internet summons in different, groups, lists of discussion, bulletins, ezines, the presence of professionals of other traditional means, presses, radio, etc., to which they will report the presence of the viral message in the network.
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