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The sharp rise in popularity surrounding the concept of viral marketing is linked to increased user-generated content on the web and a growing audience resistance to traditional forms of advertising. Email spam filters, digital television recorders that skip commercials, telemarketer blocking ‘do not call lists,’ and declining print news readership have caused marketers to search for alternative strategies. The result has been that many organizations are coveting the non-advertising viral marketing models of building brands online.
However, it is important to note that viral marketing is nothing new. It is the age-old practice of word-of-mouth marketing that is being practiced on the new communication channels of the Internet.
Viral marketing can be described as concise and compressed messages that are easy to transmit and have content that compels recipients to pass them on to others. The action of sharing the message is what creates the exponential growth of message exposure and influence. The success of viral marketing therefore lies in the behavior it generates. Often, the viral message is piggybacking on entertaining content, such as a video clip or social networking graphic. First, the audience must like the content, and second the audience must be interested and willing to pass the message on to others. After the audience chooses to act and spread the message, then the message becomes viral. The peer-to-peer sharing network of viral marketing also adds credibility to the message, assisting in it piercing through the resistance to advertising.
Since viral marketing relies on the behaviors of the audience, marketers do not need to create an infrastructure for delivery. Instead, viral messages take advantage of existing communication networks and channels to reach a large audience. Much like its namesake, viral messages require a host and resources to be successful. The audience and their personal computers, networks of contacts, and connection to the Internet are the channels through which viral marketing is delivered. By not having to build a delivery infrastructure, viral marketing can be distributed very inexpensively.
Another aspect that makes viral marketing less expensive than traditional broadcast marketing, is that the first viral message only needs to reach a small audience. After the initial audience sees or receives the message, then similar to viruses, the recipients spread the message, quickly replicating the messages exposure. The online and off-line discussion that surrounds and raises awareness of a message is called viral buzz. This word-of-mouth buzz can occur on blogs, in person, on television talk shows, around the office water cooler, just about anywhere. Often, it is this viral buzz, not necessarily the message, that reaches the larger audience.
When considering an online marketing campaign, remember these key points. In contrast to traditional broadcast marketing, successful and effective viral marketing is not planned, controlled, contrived, or predictable. Because viral marketing is unpredictable by nature, organizations should not set out to create or spread viral messages. Falling into the cycle of trying to force campaigns into going viral, could take up too many resources of staff, time, and money. Instead, engage in online publicity and social or online-guerilla marketing techniques. Keep messages concise and compressed, easy to copy or upload, free to access, and very simple to share. Focus on low costs production, diversity in format, and promotional activities that can be measured. Experiment with different content and treat the process as an innovation exercise that is building a portfolio of social media experiments, you might happen to create a message that goes viral and reaches a much larger audience.
For more information, visit: http://del.icio.us/Nonprofit_Web2.0/viral_marketing
Article written by Elizabeth Marlow, Media Graduate Student & Volunteer |
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