Viral marketing is the equivalent of online word-of-mouth. Viral marketing, aka Buzz marketing, uses all of the digital marketing media to disseminate a message which is passed along from person to person; it’s viral because it spreads like a virus or disease and if successful communications can expand exponentially.
Viral marketing campaigns are often spread via e-mail or social media (and here we include YouTube as well). The campaign can reach a large number of individuals in a relatively small amount of time, and marketers seek to harness this very powerful effect. So when planning an integrated marketing communications campaign today’s marketers will take into account viral marketing.
There are a number of mechanisms that can be used for viral marketing, which are known as agents, mechanics or execution types; these include, but are certainly not limited to, images, jokes, quizzes, video clips, games, e-cards, micro-sites, and others.
Example – Heineken India – Viral Marketing Campaign.
Viral marketing will help a business boost a cost-effective amount of brand awareness, and it could also plant the seeds for consumer awareness or interest in an alternative marketing communications campaign; for example it could be a teaser campaign. Other benefits include:
Conversely there are disadvantages to viral marketing, some of which are listed here:
What makes a successful viral?
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