While a virus, in Medicine, is the smallest infectious
agent, it is an extremely potent strategy in Marketing speak
with similar abilities to proliferate. It is an effective
means of advertising and relies on an understanding of what
individuals may accept, should the price favour them.
Viral marketing by definition is any type of a marketing
campaign that encourages those in receipt of an advertising
message to voluntarily pass it along to friends, family and
others that may be interested. [unlike a bad "virus" which
one would not want to knowingly spread or pass along.]
Examples of successful viral marketing are: hotmail and
their simple teaser at the bottom of all their emails that
stated "Get your free private email at www.hotmail.com."
In its first 1.5 years, Hotmail acquired over 12 million
subscribers.
eGroups.com [Yahoo Groups] is a free place on the Net with
tools for groups to share ideas, coordinate schedules and
exchange documents. It reached 4.1 million users at a faster
pace than Hotmail did.
MeMail.com, the Canadian publisher with over 300,000
subscribers, has 97% of its new subscribers from direct
referrals.
Every time a subscriber passes along a story or joke,
attached is a subtle endorsement for MeMail.com brand.
Other forms of viral advertising are based on the idea, that
people will pass on and share cool and entertaining content,
which is often sponsored by an individual or company.
This is looking to raise awareness and use of a product or
service. These viral commercials can take many different
forms: funny video clips, interactive Flash games, images,
or even text.
R.S.S. is not just a gift, but a means to propagate your
brand via incoming links. It will provide content to any who
wish it, but its true purpose is to infiltrate the market,
virally.
Viral marketing is usually carried out by email, although it
is not the same as email marketing.
Email marketing is a message that is sent out by a company
to a database.
In Viral marketing a conventional database is not used. The
idea is to get your reader to pass your message on to their
friends, family or associates. The message then carries a
powerful personal endorsement and is much more likely to be
read and/or acted upon.
When a viral campaign is properly constructed and executed,
you will be rewarded exponentially by the spread.
Example: 2 readers tell 2, which in turn tell 2 more and so
on. It spreads 2+4+8+16+38+64 and hopefully swells to a
reach massive number of readers that act on your offer or
message.
Ironically, even without action or direct financial
participation, a mental impression can be formed through
branding.while no-one will click on the large billboards
that fill the landscape, the memory of it, can prompt
future action with the sponsor in question. Exposure and
impressions have consequences, both on and off line.
Most internet programs including mlm's initiate novices by
impressing them to harvest their "circles of influences".
This involves such novices telling everyone that they know,
and giving the product a personal recommendation, or
endorsement.
Some insist that a circle of influence strategy could spread
the word to an incredible nine hundred people.
Examples of viral marketing can be seen everywhere: free
email addresses, branded software, branded ipods or
accessories, bravenet tools, some newsfeeds, syndication and
other content, jokes (via email and offline), quotations
even, anything that people want for nothing but agree to a
link,like phpnuke or WordPress.
Look at the Marlboro Cigarettes campaign suggesting saving
miles to purchase merchandise. Most items purchased are
branded physically or by word-of-mouth, "I got it from
Marlboro catalogue by saving miles".
Miles that can only be accumulated by purchasing a pack of
their cigarettes.
By offering a simple download with an email or as a bonus to
your offer your branded name will become known. For instance you can go
here and download a great set of
tools that will benefit webmasters at any level. This
branded tool will benefit both the consumer and the one
making the offer.
E Books are invariably information products that can be
branded and embedded with affiliate links. These are often
given away as free reports, but with the firm consciousness that
they will be passed on to enhance a viral campaign.
Brand it, and recieve widespread recognition. Embed it with
affiliate links, and recieve any associated revenues.
Indeed, affiliation programs could be considered to be viral
in nature. While the new affiliate may not make a sale, they
will surely be aware of the product and may even purchase it
themselves. This does happen, incidentally.
The most powerful vehicle of a viral marketing strategy is
the one that is carried to the most valuable target of all;
Those that want something, and those that want something else!
Good Luck and happy viral marketing.
About the Author
Judy Webb is a strategy analyst with www.EmarketingExtreme.com. If you want a powerful suite of Webmaster tools (which I still use myself), you can download it here Webmaster Tools Download, with my compliments.You may reprint this article if done in total, including this resource box.