How to do Viral Marketing

chillibreeze writer — Shambavi Anand

As a marketing professional, if you find it difficult to get into the mind of your consumer and stay there, take a few tips from viruses!

Viruses, both biological as well as the ones that attack your computer, have traits that can be inspiring and useful for any marketing executive. They enter the system of the host under the guise of another so that the security (immune system/anti-virus) does not stop them. Then they spread rapidly and grow exponentially. By the time the host comes to know of their intention they spread throughout the system and achieve their purpose.

As awful as it sounds, this is exactly what a marketing strategist should do if they decide to include viral marketing in their marketing strategy. Confused? Read on to find out more.

What is viral marketing?

It is a marketing technique which imitates viral traits. The user uses pre-existing social networks to spread messages. The networks and messages should have the potential for exponential growth by the exposure of the message. In simple words, viral marketing is buzz marketing through which messages spread online in a rapid fashion.

The Hotmail example

The potential and the scope of viral marketing were realized when Hotmail, Microsoft’s free web-based email service, used it to grow its brand. Hotmail added a simple note at the foot of every mail that was sent out by Hotmail users ‘Get your private free email at www.hotmail.com.’ It rapidly gained brand awareness amongst Internet users. The message spread like a virus and millions of users signed up for Hotmail over a short period of time, meaning that the cost incurred per subscriber was very low.

This viral marketing was a key factor in Hotmail becoming the market leader despite significant expenditure on conventional marketing methods by rival services. An important point to note is that viral marketing does not do direct selling. It builds brand awareness.

Advantages of Viral Marketing

• Incurs Low cost
• Involves Low risk
• Has Potential to produce quick results

Media through which messages can be spread

• Social Networking Sites – The main intention of a social networking site user is exchange of information. So this can be one of the best resources for viral marketing.
• Videos – Pictures say a thousand words, so imagine what a video can do. Videos which have the potential to spread fast can convey message the best.
• Content – Some tips, interesting facts, or anecdotes make for interesting reads. Your message should be subtle but effective. It should be put up in the right places for proper exposure.

While planning viral marketing strategies, one should keep in mind the target audience and the information flow. The basis of the strategy is a message that will interest the target group and will also be spread by them. For this to happen, the message should be crisp, useful, and easy to pass on. To figure out the right medium in which the message should be floated one must have the knowledge of the target market and its interests.

 

 

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Chillibreeze's disclaimer: This is a contributed article and was published on Chillibreeze in May, 2010. The views and opinions expressed in this article are those of the author(s) and do not reflect the views of Chillibreeze as a company. Chillibreeze has a strict anti-plagiarism policy. Please contact us to report any copyright issues related to this article. The relevance of the facts and figures cited (if any) could change after a period of time.

 

More on Chillibreeze.com

Related links

Viral Marketing and its Enormous Potential
What is Internet Marketing? A Primer
The Internet has Helped the Indian Market Reach a Global Audience
Ten Things You Can Learn from Google’s Success

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—About our writer: Shambavi writes for chillibreeze.

 

 

 

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