Viral Marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses.
It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral advertising is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. Viral advertising may take the form of funny video clips, interactive Flash games, advergames, images, or even text messages.
It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she did not like. Viral marketing is based on this natural human behaviour.
The term viral advertising is also sometimes used pejoratively to refer to stealth marketing campaigns, the use of varied kinds of astroturfing both online and offline, to create the impression of spontaneous word of mouth enthusiasm.
Viral marketing seems to offer advertisers a way to reach their target consumers for little or no cost. Advertisers need only produce a clever ad, invest a small amount in seeding it, and then sit back and watch Web video files spread their message for them. At least a few companies have made it look this easy. Smirnoff Vodka North America simply posted its music video Tea Partay onto one of its own Web sites and, before long, the ad featuring rapping New England yuppies touting Smirnoff Raw Tea was posted on You-Tube, where it is reported to have generated over 2 million views to date. Yet for every Tea Partay, there are dozens of weak viral ads that garner relatively few views. Will marketers learn how to control viral campaigns well enough to get consistent, predictable results?
Using viral marketing, advertisers take advantage of social networks to disseminate their messages. Either an ad or a link to an ad or microsite is distributed from one individual to another, in a way that’s analogous to the spread of pathogens and computer viruses. The reach of a successful viral ad increases rapidly as each individual passes the ad on to new transmitters. The potential to reach large numbers of people for little or no cost makes the viral approach a very appealing one to marketers.
If a viral campaign is to be effective, significant numbers of people must view and spread the content. People must be being willing to work on behalf of a brand. Therefore, marketers must understand what motivates someone to send an ad or link to another person.
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About the Author
Tigran Baroyan is an Internet Marketer with more than 5 years online business and marketing experience that uses the Best methods and technics to develop his internet projects. http://www.freeware.am
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