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Viral marketing

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Viral marketing is a low-cost marketing strategy that encourages individuals to share marketing messages with others to achieve exponential growth in exposure. It uses pre-existing social networks to produce increases in brand awareness. Companies have used viral marketing campaigns like Burger King's Subservient Chicken and Dove's natural beauty ads. There are different types of viral marketing including pass-along messages, incentivized referrals, buzz marketing, and undercover marketing. While inexpensive, viral marketing risks brand dilution and association with unwanted groups if not implemented carefully.

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A way of marketing with low cost
WHAT IS VIRAL MARKETING ?
What is Viral Marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence It can be taken as marketing techniques that use pre-existing social networks to produce exponential increases in brand awareness.
How a word becomes viral? idea
Companies Using online networks for viral marketing Burger King’s subservient chicken Smirnoff’s Tea Partay viral ad Dove natural beauty viral ad “ get your private , free email at www.hotmail.com”
Types of viral marketing Pass-along Incentivized viral Edgy Gossip Buzz marketing Undercover marketing
Pass-along virals A message which encourages the user to send the message to others. The crudest form of this is chain letters where a message at the bottom of the e-mail prompts the reader to forward the message.
An example of pass-along viral marketing is Nordstrom’s  “ Share with a friend " button. With the click of a button We can send an e-mail to my friends and family about the new DVF dress that We want, providing marketing for both Nordstrom and the DVF dress.
Other Examples
Incentivized viral A reward is offered for either passing a message along or providing someone else's address. This can dramatically increase referrals However, this is most effective when the offer requires another person to take action.
Incentivised viral marketing Senders and followers of recommendations receive discounts on products Recommendations are made to any number of people at the time of purchase Only the recipient who buys first gets a discount 10% credit 10% off
An example of incentivised viral marketing is Gilt Groupe's " Invite friends, get $25 " button.  For each friend I invite to join Gilt Groupe, the company rewards me for marketing their company by crediting my account with $25 after my friends' first purchase.
Other Example
Edgy Gossips This type is most common in the entertainment world. A good example is the spread of different controversies of stars of a movie that is yet to be released. Prior to releasing a movie, some Hollywood movie stars get married, get divorced, or get arrested, or become involved in some controversy that directs conversational attention to them
My Name is Khan
3 Idiots
3 Idiots
Buzz Marketing Marketing buzz or simply buzz is a term used in word-of-mouth marketing. The interaction of consumers and users of a product or service serve to amplify the original marketing message. Get people to talk about your product or service.
Viral marketing
Undercover Marketing A viral message presented as a cool or unusual page, activity, or piece of news, without obvious incitements to link or pass along. In Undercover Marketing, it is not immediately apparent that anything is being marketed
Case Study | “15 MB of Fame with Diesel”
Some pictures of that campaign
5 Phases of best viral marketing Online activity occurs beyond original brand message A small number of news organozations and bloggers republish the story Many bloggers pick up the story. The conversation moves beyond retelling the story to personalizing it, and emotional involvement development Conversation spreads to a large no. of web sites & blogs. The conversation spreads globally and in multiple languages
Advantages of viral marketing It helps online businesses to scale greater heights. Inexpensive advertising solution compared to other advertising methods. Easy to integrate with other marketing methods. Increase targeted traffic to your website. Offers a better sense of accountability. Automate your marketing methods. Use existing communication networks. Concentrate on the target audience.
Disavantages of viral marketing Association with unknown groups - The strength of viral marketing depends on the transfer of messages from person to person. During this process, it may reach someone you would rather not be associated with. Spam threats – If made badly, viral marketing can guide to significant spam issues. Keep away from making merely financial-based offer Brand dilution
Motivation for viral marketing viral marketing successfully utilizes social networks for adoption of some services hotmail gains 18 million users in 12 months, spending only $50,000 on traditional advertising gmail rapidly gains users although referrals are the only way to sign up customers becoming less susceptible to mass marketing mass marketing impractical for unprecedented variety of products online Google AdSense helps sellers reach buyers with targeted advertising but how do buyers get good recommendations?
Some Personalized Recommendations > 50% of people do research online before purchasing electronics personalized recommendations based on prior purchase patterns and ratings Amazon, “people who bought x also bought y” MovieLens, “based on ratings of users like you…”
Is there still room for viral marketing ? We are more influenced by our friends than strangers 68% of consumers consult friends and family before purchasing home products (Burke 2003)
Conclusions Overall incentivized viral marketing contributes marginally to total sales occasionally large cascades occur Observations for future diffusion models purchase decision more complex than threshold or simple infection influence saturates as the number of contacts expands links user effectiveness if they are overused Conditions for successful recommendations professional and organizational contexts discounts on expensive items small, tightly knit communities
Viral marketing

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Viral marketing

  • 1. A way of marketing with low cost
  • 2. WHAT IS VIRAL MARKETING ?
  • 3. What is Viral Marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence It can be taken as marketing techniques that use pre-existing social networks to produce exponential increases in brand awareness.
  • 4. How a word becomes viral? idea
  • 5. Companies Using online networks for viral marketing Burger King’s subservient chicken Smirnoff’s Tea Partay viral ad Dove natural beauty viral ad “ get your private , free email at www.hotmail.com”
  • 6. Types of viral marketing Pass-along Incentivized viral Edgy Gossip Buzz marketing Undercover marketing
  • 7. Pass-along virals A message which encourages the user to send the message to others. The crudest form of this is chain letters where a message at the bottom of the e-mail prompts the reader to forward the message.
  • 8. An example of pass-along viral marketing is Nordstrom’s  “ Share with a friend " button. With the click of a button We can send an e-mail to my friends and family about the new DVF dress that We want, providing marketing for both Nordstrom and the DVF dress.
  • 10. Incentivized viral A reward is offered for either passing a message along or providing someone else's address. This can dramatically increase referrals However, this is most effective when the offer requires another person to take action.
  • 11. Incentivised viral marketing Senders and followers of recommendations receive discounts on products Recommendations are made to any number of people at the time of purchase Only the recipient who buys first gets a discount 10% credit 10% off
  • 12. An example of incentivised viral marketing is Gilt Groupe's " Invite friends, get $25 " button.  For each friend I invite to join Gilt Groupe, the company rewards me for marketing their company by crediting my account with $25 after my friends' first purchase.
  • 14. Edgy Gossips This type is most common in the entertainment world. A good example is the spread of different controversies of stars of a movie that is yet to be released. Prior to releasing a movie, some Hollywood movie stars get married, get divorced, or get arrested, or become involved in some controversy that directs conversational attention to them
  • 15. My Name is Khan
  • 18. Buzz Marketing Marketing buzz or simply buzz is a term used in word-of-mouth marketing. The interaction of consumers and users of a product or service serve to amplify the original marketing message. Get people to talk about your product or service.
  • 20. Undercover Marketing A viral message presented as a cool or unusual page, activity, or piece of news, without obvious incitements to link or pass along. In Undercover Marketing, it is not immediately apparent that anything is being marketed
  • 21. Case Study | “15 MB of Fame with Diesel”
  • 22. Some pictures of that campaign
  • 23. 5 Phases of best viral marketing Online activity occurs beyond original brand message A small number of news organozations and bloggers republish the story Many bloggers pick up the story. The conversation moves beyond retelling the story to personalizing it, and emotional involvement development Conversation spreads to a large no. of web sites & blogs. The conversation spreads globally and in multiple languages
  • 24. Advantages of viral marketing It helps online businesses to scale greater heights. Inexpensive advertising solution compared to other advertising methods. Easy to integrate with other marketing methods. Increase targeted traffic to your website. Offers a better sense of accountability. Automate your marketing methods. Use existing communication networks. Concentrate on the target audience.
  • 25. Disavantages of viral marketing Association with unknown groups - The strength of viral marketing depends on the transfer of messages from person to person. During this process, it may reach someone you would rather not be associated with. Spam threats – If made badly, viral marketing can guide to significant spam issues. Keep away from making merely financial-based offer Brand dilution
  • 26. Motivation for viral marketing viral marketing successfully utilizes social networks for adoption of some services hotmail gains 18 million users in 12 months, spending only $50,000 on traditional advertising gmail rapidly gains users although referrals are the only way to sign up customers becoming less susceptible to mass marketing mass marketing impractical for unprecedented variety of products online Google AdSense helps sellers reach buyers with targeted advertising but how do buyers get good recommendations?
  • 27. Some Personalized Recommendations > 50% of people do research online before purchasing electronics personalized recommendations based on prior purchase patterns and ratings Amazon, “people who bought x also bought y” MovieLens, “based on ratings of users like you…”
  • 28. Is there still room for viral marketing ? We are more influenced by our friends than strangers 68% of consumers consult friends and family before purchasing home products (Burke 2003)
  • 29. Conclusions Overall incentivized viral marketing contributes marginally to total sales occasionally large cascades occur Observations for future diffusion models purchase decision more complex than threshold or simple infection influence saturates as the number of contacts expands links user effectiveness if they are overused Conditions for successful recommendations professional and organizational contexts discounts on expensive items small, tightly knit communities