Viral Marketing

On average customers will tell at least three other people about a product or service that’s appealing to them.  If you want information about your product or service to spread like a bad cough then you need to understand whats known as viral marketing.  The idea works as follows…

I’m an Internet user and I’m browsing regularly, websites will target me based upon my surfing habits and attempt to provide me with suitable advertising content.  If they do their job well and i become “infected” i may then proceed to pass the information on like a virus to other people who may be interested.  So long as the basic reproductive rate is greater than one, the original information will be passed on and on with the amount of people exposed becoming greater and greater.

In 2008 the makers of the film Cloverfield  engaged in a viral marketing campaign in order to create a buzz around the film.  They released a teaser trailer whilst withholding the title of the movie in order to spread suspense and speculation about the film by word of mouth.

The term “viral marketing” came into existence in 1996 when Harvard Business School professor Jeffery Rayport wrote an article for Fast company called The virus of marketing.  Since the conception of the term things have moved on in leaps and bounds for viral marketing.  Nowadays companies use algorithms in quantitative marketing research in order to target users and maximize the effect of their advertising campaigns.

There are six basic principles to viral marketing.  In order for a successful campaign these conditions must be met…

(1) Free products or services

This is an effective way of getting the attention of users, this is what will draw the user to your add initially.

(2) Provides simple method for transferring information to other users

Obviously nobody is going to spend to much time messing around.  The process should be clear, easy and fast.

(3) Small to large

Your modes and methods must be able to deal with the campaign becoming extremely large in a short space of time.  Using your own mail servers is not always suitable.

(4) Exploitation of common motives

You need to make sure that you are appealing to the basic needs of the user, what are they interested in, why, and how can you exploit this?

(5) Utilize existing networks

People like people.  Use this idea to help spread your virus.  Look at new ways to use popular exsisting services.

(6) Take advantage

Make good use of other service providers, businesses ect.  Affiliate networks can be a good way of spreading information.

All this information will help you orchestrate an effective viral marketing campaign.  Viral marketing is a really effective way of creating hype and generating publicity for whatever it is your promoting!