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    Viral Marketing: Issues and Challenges

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    Dibyadip Das
    Viral marketing refers to marketing techniques that use social networks to spread brand awareness analogously to how viruses spread. It encourages people to voluntarily share marketing messages. The term was coined in the 1990s and grew in popularity with the rise of the internet. There are several types of viral marketing including pass-along messages, buzz marketing with celebrity endorsements, incentive-based campaigns, undercover marketing, and user-managed marketing databases. Issues include potential association with spam, short-term focus, negative publicity, brand dilution, and unknown groups. Creating effective customer communication strategies and profiting from attracted customers while working within time restrictions pose challenges to viral marketing.

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    Viral Marketing: Issues and Challenges

    Uploaded by

    Dibyadip Das
    219 views14 pages
    Viral marketing refers to marketing techniques that use social networks to spread brand awareness analogously to how viruses spread. It encourages people to voluntarily share marketing messages. The term was coined in the 1990s and grew in popularity with the rise of the internet. There are several types of viral marketing including pass-along messages, buzz marketing with celebrity endorsements, incentive-based campaigns, undercover marketing, and user-managed marketing databases. Issues include potential association with spam, short-term focus, negative publicity, brand dilution, and unknown groups. Creating effective customer communication strategies and profiting from attracted customers while working within time restrictions pose challenges to viral marketing.

    Original Description:

    Basic Concepts of Viral Marketing, its Issues and Challenges.

    Original Title

    Viral Marketing

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    © Attribution Non-Commercial (BY-NC)

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    Viral marketing refers to marketing techniques that use social networks to spread brand awareness analogously to how viruses spread. It encourages people to voluntarily share marketing messages. The term was coined in the 1990s and grew in popularity with the rise of the internet. There are several types of viral marketing including pass-along messages, buzz marketing with celebrity endorsements, incentive-based campaigns, undercover marketing, and user-managed marketing databases. Issues include potential association with spam, short-term focus, negative publicity, brand dilution, and unknown groups. Creating effective customer communication strategies and profiting from attracted customers while working within time restrictions pose challenges to viral marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    219 views14 pages

    Viral Marketing: Issues and Challenges

    Uploaded by

    Dibyadip Das
    Viral marketing refers to marketing techniques that use social networks to spread brand awareness analogously to how viruses spread. It encourages people to voluntarily share marketing messages. The term was coined in the 1990s and grew in popularity with the rise of the internet. There are several types of viral marketing including pass-along messages, buzz marketing with celebrity endorsements, incentive-based campaigns, undercover marketing, and user-managed marketing databases. Issues include potential association with spam, short-term focus, negative publicity, brand dilution, and unknown groups. Creating effective customer communication strategies and profiting from attracted customers while working within time restrictions pose challenges to viral marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Viral Marketing

    Issues and Challenges


    By Dibyadip Das

    Objective of Study
    What we get to know ?

    To Understand the process of Viral Marketing

    To Observe usefulness of Viral Marketing

    What does a virus have to do with Marketing ?

    Like Viruses, it takes advantage of rapid multiplication to explode the message to thousands or even to millions

    What is Viral Marketing ?


    Refers to marketing techniques that use preexisting social networks to produce increases in brand awareness through selfreplicating viral processes, analogous to the spread of viruses or computer viruses. Marketing Phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.

    Origination

    In early 90s, the Term was coined by two Professors from Harvard Business School 1990

    The term was later popularized by Rayport in the 1996 Fast Company article "The Virus of Marketing,"

    Tim Draper and Steve Jurvetson of the venture capital firm Draper Fisher Jurvetson in 1997 to describe Hotmail's practice of appending advertising to outgoing mail from their users.

    Among the first to write about viral marketing on the Internet was the media critic Douglas Rushkoff

    Popularlity

    Growth

    The Graph potrayes the Growth of Viral Marketing.

    4 2 3
    200 0 200 5 200 8

    199 0

    199 5

    201 0

    Types of Viral Marketing


    1

    Pass-Long

    Buzz-Marketing Incentive Viral


    Undercover-Marketing User Managed Database

    Types
    Pass-Long
    1 A short note that will be sent on to the other internet users and it is usually to the footer of Electronic Messages E.g.: www.gmail.com

    This is an example text. Go ahead and replace it with your own text. This is an example text. Go ahead and replace it with

    Buzz-Marketing
    2 Involves celebrities discussing about products and experiences with a hint of Controversy

    Types
    Incentive Viral
    3 It call the user to take action in order to be rewarded. This is an example text. Go ahead and replace it with your own text. This is an example text. Go ahead and replace it with

    This is an example text. Go ahead and replace it with your own text. This is an example text. Go ahead and replace it with

    Undercover-Marketing
    4 It occurs when people do not know they are being marketed to..

    Types
    User Managed Database
    5 It refers to different database of prospects that clients generate themselves with the help of online service providers.

    Issues
    Issues of Spam

    Generally Focuses on Short Term Success

    Negetive Publicity

    Brand Dilution Association with Unknown groups

    Challenges

    Customer Communication Through Internet. Good web marketing strategy. Turning a profit by attracting customer. Set everything up in the selfimposed time restriction.

    Example

    THANK YOU!
    http://www.marketingterms.com/dictionary/viral_marketing/

    http://en.wikipedia.org/wiki/Viral_marketing

    https://www.facebook.com/pages/Viral-marketing-tips/92274993058

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