VIRAL MARKETING

• VIRAL MARKETING
  MARKETING

• MEANING OF VIRAL MARKETING

1. VIRAL MARKETING OR VIRAL ADVERTISING IS BUSINESS STRATEGY THAT USES EXISTING SOCIAL NET WORKS TO PROMOTE A PRODUCT.
2. ITS NAME REFERS TO HOW CONSUMERS SPREAD INFORMATION ABOUT A PRODUCT WITH OTHER PEOPLE IN THEIR SOCIAL NETWORK MUCH IN THE SAME WAY THAT A VIRUS SPREAD FROM ONE PERSON TO ANOTHER.
3. IT CAN BE DELIVERED BY WORD OF MOUTH OR ENHANCED BY THE NETWORK EFFECT OF THE INTERNET AND MOBILE NETWORK.
4. METHOD OF CREATING BUZZWORDS OR MARKETING PIECES THAT ARE MEMORABLE AND ATTENTION GRABBING IN MODERN WORLD.THIS METHOD OF MARKETING UTILIZE SOCIAL MEDIA,VIDEOS,TEXT MESSAGING AND OTHER PERSON TO PERSON METHODS TO SPREAD INFORMATION ABOUT A PRODUCT OR SERVICE INSTEAD OF JUST CREATING A COMMERCIAL AND PUTTING ON TV OR RADIO

• AVENUE OF VIRAL
• THE BASIS OF VIRAL MARKETING IS THE SPREAD OF INFORMATION BY WORD OF MOUTH BUT MODERN TECHNOLOGY HAS ALLOWED THE VIRAL EFFECT TO INCLUDE THE VIRAL EFFECT TO INCLUDE MANY INTERNET BASED PLATFORM AS WELL AS
• AVENUES:-

1. WORD OF MOUTH
2. EMAILS
3. SOCIAL NETWORK SITES
4. VIDEO SHARING SITES
5. WEB FORUMS
6. NEWS LETTER

• EXAMPLE
• TO PROMOTE ITS NEW TENDER CRISP SANDWICH BURGER KING LAUNCHED A WEBSITE THAT ALLOWED USERS TO GIVE COMMAND TO THE SUBSERVIENT CHICKEN A MAN IN THE CHICKEN COSTUME. IN AN ERA WHEN MOST PEOPLE LEAVE WEBSITE WITH IN EIGHT SECONDS OF VISITING O, MANY OF BURGER KING’S 15 MILLION FIRST WEEK VISITORS TO THE SUBSERVIENT CHICKEN PAGE SPENT  SIX MINUTES OR MORE ENGAGING WITH THE CONTENT
• THE BLAIR WITCH PROJECT:- THE PREMISE OF THE FILM THAT IT IS COMPRISED OF REAL DOCUMENTARY FOOTAGE OF UNSUCCESSFUL SEARCH FOR THE TRUTH BEHIND AN URBAN LEGEND
• KEY TAKEAWAY: SAYING YOU ARE MORE BEAUTIFUL THAN YOU THINK. DOVE COULD CONNECT TO THE AUDIENCE AND SHOW THAT IT CARES FOR EACH OF THEM
• HOTMAIL EXAMPLE

1. FIRST FREE WEB BASED EMAIL SERVICES:
2. GIVE AWAY FREE EMAIL ADDRESSES AND SERVICES
3. ATTACH A SIMPLE TAG AT THE BOTTOM OF EVERY FREE MESSAGE SENT OUT: GET YOUR PRIVATE FREE EMAIL AT HTTP://WWW.HOTMAIL,COM
4. THEN STAND BACK WHILE PEOPLE EMAIL TO THEIR OWN NETWORK OF FRIENDS AND ASSOCIATES
5. THOSE FRIEND AND ASSOCIATES SEE THE MESSAGE
6. THEY SIGN UP FOR THEIR FREE OWN EMAIL
7. THEY PROPEL THE MESSAGE STILL WIDER

• EFFECTIVE VIRAL MARKETING COMPAIGNS

1. EXCELLENT PLANNING
2. AUDIENCE INVOLVEMENT
3. HUMOR+LIKE+ABILITY
4. A WORTHWHILE CAUSE
5. LOW BARRIER TO ENTRY
6. EXCLUSIVITY
7. CELEBRITY STAR POWER ( OPTIONAL)
8. URGENCY

• PROCESS

1. GENERALLY IT IS THOUGHT THAT VIRAL MARKETING DEPENDS UPON THE ABILITY TO RELIABILITY CREATE SOMETHING EXTREMELY POPULAR.
2. BUT IN REALITY A SUCCESSFUL CAMPAIGNS RESTS MORE ON UNDERSTANDING HOW TO CONNECT WITH SPECIFIC DEMOGRAPHICS BY PRESENTING THEM WITH VALUABLE CONTENT
3. IS CUSTOMER FOCUSED APPROACH:_

a)   IDENTIFICATION OF TARGET DEMOGRAPHICS FOR A PRODUCT

b)   WHAT THEY VALUE

c)   CREATING CONTENT AND COMMUNICATING WITH THOSE PEOPLE WANT TO SHARE

d)   IS A CONTINUAL INTERACTIVE PROCESS

• TECHNIQUES

1.    GIVE AWAYS:- THESE OFFER SOMETHING EXCITING OR FUN.PEOPLE LOVE TO TALK ABOUT WHAT THEY GET FOR FREE AND WILL TELL OTHERS HOW TO GET IT FOR THEMSELVES

2.    VIDEOS:- A VIDEO CAN OFFER A VIEWER A CHANCE TO ENGAGE IN THE PRODUCT AND EXPERIENCE .IT CAN BE VERY FUN AND ENTERTAINING. THE MORE MEMORABLE,FUNNY OR SHOCKING YOUR VIDEO IS THE MORE LIKELY TO GO IT VIRAL

3.    SOCIAL MEDIA:- FACEBOOK,TWITTER,YOUTUBE OR ANY OTHER RESOURCES ALLOW PEOPLE TO EASILY SHARE THE MESSAGE AND GREATLY INCREASE THE LIKELIHOOD THAT IT WILL GO VIRAL.

• ADVANTAGES OF VIRAL MARKETING

1. LOW COST: DOES NOT NEED TO COST MUCH TO PRODUCE SOMETHING THAT PEOPLE WILL WANT TO SHARE.
2. REACH:- GOING VIRAL WILL REACH AUTOMATICALLY
3. CREDIBILITY:-SUDDENLY BRAND BECOMES FAMOUS. AND IT IS ON EVERY ONE’S FEED

• DISADVANATGES

1. ALSO HAS THE CAPACITY TO DILUTE THE BRAND
2. AS THE NEGATIVE BUZZ REGARDING BRAND AND PRODUCTS AND TOO MUCH OF A GOOD THING MAY JUST HURT WORK IN BUILDING ORGANIZATION CREDIBILITY
3. VIRALITY TEST UPON THE IDEA THAT PEOPLE SHARE CAMPAIGN WITH THEIR FRIENDS
4. THESE CAMPAIGNS WOULDN'T BRING AUTOMATICALLY BRING LOYAL CUSTOMERS.