How an idea spreads and how to make it spread faster is what Viral Marketing all about. One of the keys to success is creativity and intiating added value. The message should be creative enough to develop "buzz". A sense of 'shared value' which relates to share experiences can make the message valuable. Incentives and free offerings for referrals also help to motivate the spreading of the message. A viral campaign requires a clever, highly informative or even a shocking idea which makes compulsive viewing and encourages people to pass it on.
Justin Kirby of viral marketing specialists DMC (http://www.dmc.co.uk/) suggents three things:
- Creative material – the 'viral agent': This includes the creative message or offer, and how
it is spread (text, image, video)
- Seeding: identifying websites, blogs or people to start the virus spreading
- Tracking: to monitor the effect, to assess the return from the cost of developing the viral
- Seeding: identifying websites, blogs or people to start the virus spreading
- Tracking: to monitor the effect, to assess the return from the cost of developing the viral
agent and seeding.
It seems that viral marketing is not sufficiently controlled and is a rather haphazard process. However, it still requires some degree of strategic planning to motivate people to act.
Posts
No comments:
Post a Comment