had an effect on viral development - the overall growth of the world technology, human and his possibilities. (Penenberg, 2009)
Birth of viral business
Today, the Internet and its development focuses almost on the entire world. Internet allows people to reach information in the fastest possible way and to be in touch with whole word, creating social networking.
According to Dr Ralph (2000) viral marketing describes “any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.” In other words, power of viral marketing
The first original viral models were created half a century ago, in the midds of Great Depression. These models were based on the party plans, referral
relies on networks of people to spread the word as a creative, shocking or highly-informative idea. Key factor is that users spread the product out of own self-interest.
networks and sizzlemanship. Tupperware was the
Viral marketing is a similar trend at different places
company who first applied these techniques by
referred as ‘word of mouth, creating a buzz,
reference to the business, at the same time, building a
leveraging the media and network marketing’. Online
basis for viral marketing. Kitschy simple plastic food-
viral marketing can be described as ‘machine virus’
storage company may initiate such a huge expansion
that affect the whole world.
of viral business. Clearly, there is only one factor that
Changes, changes
Dubai in 1995 (left) and more recent 2005 (right)
Viral marketing derives from a natural human feature – need of spreading and sharing information. In essence, virality is imprinted into human’s DNA. Technological changes and adoption of new high-tech hardware creates a growing demand for online entertainment. Growing potential of social networking can be a very susceptible ground to spread the marketing message. People no longer use the Internet only for practical purposes, such as research and shopping. Audience have become more involved than ever before in controlling message delivery. Fresh and more sophisticated ways of targeting the audience mirrors cynical and marketing savvy consumers.
An era of micromedia- phenomenon of media fragmentation and convergence, transforms ways of consumption as well as consumers. Advertising trends are also constantly changing. Development of technology disengaged mainstream from underground media and caused a rise of new consumer expectations. The image of the formerly controlled brand became very distracted. Strictly controlled corporate content of a brand has been replaced by a user-generated content which allows to engage the audience. Target audience has been transformed from passive to active. (Reed, 2010) Successful and appealing strategy has changed from „spray and pray” to active „attract and engage”. Enabling to build relationships within a network is a very appealing technique to attract visitors. Buliding a community is part of it along with allowing to share comments, join forums, disscusion groups, comments, blogs.
associated with the brand but with a
Despite of all positive effects viral
large dose of entertainment and
marketing can turn against the
social networking elements.
company. Audience can intensify
Advertisers try to stand out from the
criticism and spread false rumours
increasing clutter across fragmented
detrimental to brand image. The
There are various debates about
media to connect with marketing-
major risk of very low level of
how to correctly summarise the
shy audience and engage with them.
control or leading it once it is
definition of viral marketing. Initially,
The main goal of viral marketing is to
seeded.
it has been used by ancestors
initiate situation in which potential
through spreading the word of
customers pass ‘the virus’ on among
mouth. To some extent it used to be
themselves about certain services or
one of the fundamental and most
products. Viral marketing engages
reliable sources of information.
target audience to create their own
Word-of-mouth promotion and
content, discussions related to the
recommendation is often the most
brand, to promote the idea and
effective form of communication in
maintain relationships within the
terms of believability and trust.
network. There’s no necessity to
WHAT IT MEANT BY VIRAL MARKETING?
spread strict and highly informative Nowadays, viral marketing is used as
message – many campaign use it as
a tool to engage consumers with
a booster activity to wide awareness
easy to spread content, loosely
of a specific brand.
While designing the website few essential issues should be taken into account such as the fact that nowadays viral marketing is a very aggressive and popular tool on the Internet. The effectiveness of exponential growth is leveraged by individuals passing on marketing messages to others and eventually it is transformed into chain dispersal of mail, videos, ebooks, etc.
Emotional hooks – brand engagement Gina Bianchini who is CEO and co-founder of Ning said that „when your currency is ideas, people become emotionally attached.� In other words, spreading branded Internet materials or websites that consumer enjoy sharing creates a community of brand enthusiasts. Well- prepared viral activity focused more on generating involvement through creativity can be both very low-cost, efficient strategy and associate a positive image to a brand. Generating and maintaining consumer trust are also seen as major factors in Internet marketing success.
Recent years revealed the significant transformation of Internet into one of the most common and easy to use communication channels. Wide range of tools such as e-mails, instant messaging and forums offered by the network enabled to communicate with multiple people. Interesting information, movie, or any other gadget now requires several hours to scour the entire world. Certainly, appreciation for the innovation and freshness of virality could not be missed in the century of audience fragmentation, overcrowded advertising market and consumer annoyance.
Viral agent formats
gaming materials are also good viral marketing methods.
While designing the website few essential issues should be taken into account such as the fact that nowadays viral marketing is
Research shows that video is the dominant medium of viruses. The most known Web site to search and
a very aggressive and popular tool on the Internet. The effectiveness of exponential growth is leveraged by individuals passing on marketing messages to others and eventually it is transformed into chain dispersal of mail, videos, ebooks, etc. Successful viral campaign should be preceded by thorough research in order to define and understand target audience. Several viral agents format could be
watch video is YouTube which is monetizing over a
used to spread marketing message, such as:
billion video viewers per week globally. YouTube
videos – pastiches, parodies, remixes, alternative versions of the ads, personalized video, music videos, cartoons
multimedia – presentations, web pages www,
exceedes 2 billion views a day (Web Monitoring, 2010). To maximize the power of viral message, digital video files should include hotspots that enable users to link through the file to a web page.
games , mobile applications
sounds - podcasts, MP3
Graphics files, cartoons, photomontages
articles and gossips - forums, comments, social networks, emails, instant messaging, text messages.
An increasing adoption of digital technologies transfered interest of many to mobile applications which became a very powerful tool. Despite of unlimited possibilities it creates, mobile applications bring also huge risk due to the technology fragmentation. While projecting website design it
The more controversial or humorous the materials, the better chance to be very effective viral marketing materials. Similarly, quizzes, personality tests and
should be taken into account that not all the brilliant applications can be successful if most consumers don't have the systems that the application was written for. It could be illustrated by an Android user
telling a friend who uses Windows Mobile about an
and ability to create a relationship on an individual
application – there is a big chance are the application
basis. Viral expansion possibilities rely on personal
won't be available to the Windows Mobile user.
social network of sympathetic friends and willingness to pass on the message. Recipient not just decides whether to open the message, but is also likely to
Successfully carried a viral campaign is not only cheap,
receive it from a trustworthy source – friend.
but also more effective than traditional forms of
Distributed material are usually presented in an
advertising. The most vital factor is human, not
attractive form, which is the main reason why the it is
finance.
sent over.The quality of marketing materials will make
Viral marketing is not overwhelming the audience – it is usually harnessing entertaining power to create
or break viral marketing campaign.
Viral marketing as a simultaneous approach Content: Two types of content can be distinguished:
Corporate -generated content: most of the viral content associated to specific brand is created by a group work of various departments; it requires well-skilled team, in-depth knowledge and wellmatched strategic plan
User - generated content: users create content affiliated with the brand.
Audience should be motivated to do so and be supplied with required tools. Mostly, official brand content becomes an inspiration and is subjected to constant modifications. Significant changes can be observed – user-generated content is becoming a very appealing alternative with strictly controlled corporate content.
Growth potential of each campaign can be judged by the quality of the prior research. Specialist planning should consist of in-depth knowledge of core business’ market and thorough insight of whole range of issues that influence the audience. Analysis of target group is one of the most important element of the whole process. Detailed profile of recipients, such as what are their interest and habits or who are they influenced by can answer how to convey the message.
Idea is the key. Spectacular implementation alone is not providing any success. Next step is seeding and evaluation. Audience should not be overloaded by a strenuous effort of creating advertisement as it has to follow the basic rule: attract and engage. Rash and thoughtless attempt to sell unattractive idea can result in loss of the brand. Also measuring the results of the campaign to provide accountability and prove success should not be missed as a part of the viral marketing process.
Components of viral bomb
1. Story. 2. ‘Hooks’ 3. Essential values 4. Timing 5. Availability
1. Intriguing story According to psychologists, people are interested in the most taboo subjects, strange, outrageous, funny, extraordinary. These stories ignite discussion and raise extreme opinions. These issues motivate the individual involvement. The intriguing story do not need to be long. The original, interesting and captivating story should deliver unexpected impressions, break stereotypes and patterns.
Example: Dexter. The hunter becomes the Hunted.(2008) The campaign next season of a serial killer Dexter. Inboxes get e-mails with a link to the video from the police press conference. Watching the video report 'infected with virus’ people find out they are killer’s next targets. What's more, they see their picture there and also a journalist’s voice sounds familiar… And you? Who would you like to rid of ? http://www.icetruck.tv/news/?id=3011781340
1.
‘Hooks’
‘Anchor’ is an element that attracts attention, an amazing thread in story. "Anchors’ help the campaign to stimulate audiences discussion, interest and encourage to action. create their own version of story.
Example: Diet Coke and Mentos (2007) Involvment and society Anchor is the observed phenomenon - Diet Coke mixed with Mentos give a very spectacular effect that everyone is able to do it himself at home. It is more than 5000 version of the experiment which has been watched by millions of viewers. http://www.eepybird.com/featuredvideo/the-extreme-diet-coke-mentosexperiments/
3. Essential Values People tend to pay attention to what they love, hate or desire. Well- developed and quality virus relates topics to essential values in order to evoke strong emotions and encourage to act. Brand image should be associated with strong excitement and inspiration that do not remain indifferent to the recipient. All of these aspects raise the possibility that marketing message will be passed on.
Example: Dove Real Beauty (2006) The image of women. Way of showing women in advertisements arouse emotions among many women. Dave transforms these emotions into positive associations with the brand. The campaign still raise emotions and inspires Internet users to create/produce content. http://www.youtube.com/watch?gl= PL&hl=pl&v=iYhCn0jf46U
4. Timing If the campaign will be referred to the news, it is possible to give additional momentum or reinforce the 'anchor'. Good timing requires early and accurate planning. It is necessary to prepare campaigns in advance.
Example: Paltalk (2008) Become President Paltalk company offering video-chat video prepared personalize messages in which each Internet user might be a candidate for U.S. president. Despite of the fact that the campaign is now completed, it provides valuable source of inspiration to future strategy planners.
http://www.news3online.com/index.php?code=7o228s00htF46j6gbr1W
5. Accessibility Accessibility is the freedom. Widely understood freedom from technical limitations,
advantage of Google Analytics to see visitors behaviors, sources, and problems is major thing to control traffic on the site.
Page load time Make it very user friendly. Do not make people wait a long
which allows to reach
On every web sites, there
period of time just to see a
audience wherever they might
should be a tell-a-friend script.
page on your website. I would
be is the key issue
Although very inconspicuous,
say about 50KB limit
Viral marketing is really aggressive strategy on the Internet. It is important to use common aggregation tools and Web 2.0 services. . Research shows that consumers feel frustrated with some self-service new media technology mainly because of a lack of confidence or skill in using the technology. (Marketing Week, 2002)
such scripts are becoming the most powerful tools in digital
Number of links
world and site traffic booster.
The more the better. Links
Leading benefit of them is
should be considered as a
ease and speed of use by
positive word of mouth for
recipient. While planning viral
website and associated with
campaign it is vital to provide
other relevant websites in
every Internet user capability
your niche. Also submitting
of spreading the message
website to relevant directories
within their personal
can boost exponential growth
networks. It is also very
- most of the time paid
helpful as creates valuable and
directories are far better than
promising contact register.
the free ones. Another place
Website content should drive
worth considering is industry-
visitors towards the goal of
specific expert websites.
the website. Few aspects are
‘Easy to find’
to be considered such as In-house search keywords -
number of purchases, downloads and various
The unlimited availability of
These are keywords that
options, how many
content is possible through
visitors are searching after
applications and surveys have
the use of social networking
they can’t find what they are
been filled or shape of
sites such as Facebook,
looking for. It is needed to put
contacts register. Site
Twitter, Flickr, YouTube,
these keywords throughout
navigation has to be organised
MySpace. etc.
the website and navigation.
in a way to do not include
Google is the Search Engine
broken links or incorrect
Optimisation. It should be
information. Also taking an
noted that many methods to
help users navigate around
* Optimization of code, to
underline), the most
the site and the discovery may
eliminate redundant HTML
important words, use headers
help to improve performance
tags
in search engines. Some
* Good to describe page
examples are:
elements, such as page title or
An important issue is the size
content of the alternative for
of the virus. The smaller virus,
* Exchange links and banners
graphics
the more chances that the
with the parties on the same
* Easy-to describe the links (to
video will be downloaded, it
topic, placing the parties in
avoid names like "here " or
will be freely distributed, will
thematic directories
"click" for the benefit of better
be modified, cracked, or
* Cancellation of navigation is
describing the contents of the
parodied. The more versions
dependent on additional
page to which it leads)
of the film, the more
technologies, such as
* The use of "friendly"
distribution channels.
JavaScript, Flash or frames, to
addresses (eg
improve mobility on the side,
insteadhttp://example.com/sh
use the site map
op/printers/http://example.co
* Removal of errors (eg
m/index.php?page=236&id=3
syntax) of the code of the
2)
page
* Highlight (such as bold,
Size
Free – understand the power of ‘free’ Huge growth and success of Hotmail.com can be described as one of the most spectacular and
E – mail
commencing viral marketing campaign. Basically, the
Very desirable feature of e-mails is targeting
phenomenon of it was prominently focusing on
individuals rather than using mass media approaches.
individual’s marketing approach.
Carefully designed e-mail should cover many issues,
Savvy viral marketers understand the power of consuming the product at no charge. Therefore, free e-mail services, free ‘cool’ buttons, free information, free software programs has become very important pillar of spreading the virus. At the same time it should be noted that open incentive proposal may be directed into spam box depressing power of the most creative viral strategy. Incentive should be capped to a specific quantity by marketers.
such as creativeness, relevance, attributes or/and landing page (or microsite). Despite of various obstacles e-mail has transformed into a powerful mean of communication that marketers are increasingly adopting it as a part of their promotional activity. To avoid bad practice or overcrowding recipient’s choice whether he/she would like to receive such e-mails in future should be taken into account as the basic rule. Operating within legal and ethical constraints for a country is an essential point.
Internet provides unlimited power so copying anything in digital format has become very simple. In order to encourage greater user-driven spread marketing messages should be easily transmitted
Recently introduced trend called ‘a message from recognizable source’ is proved to be a very effective viral marketing strategy.
without any degradation. Very relevant and successful
Ideally, appealing e-mail can help to create initial
example can be provided by classic Hotmail message:
personalised contact as well as developing online relationship.
Get your private free e-mail at http://www.hotmail.com or sign up on Facebook 'Sign
Number of subscribers
Up. It's free and always will be. A successful and effective website must have at least one email list. Web site should have good, valid, Endless possibilities of digital agent risk is also associated with risk as digital image files can be doctored easily by recipients. It could result in loss of original message or taking it on new meaning.
double opt-in subscribers. It is essential to obtain the knowledge of various aspects of how long subscribers appear on the list because growing number of unsubscribers can lead to vital decisions of changing the content.
Viral Spoof One of the principles of viral marketing says about the need for parody and hacking viral videos. The more mutations of the video, the more it is popular. Viral Spoof is a parody, a pastiche of the virus.
In 2007 Cadbury released an ad, which has become a virus. In the starring a gorilla playing the drums in the rhythm of the Phil Collins music. He has pursued an unusual gestures and facial expressions. Wonderber Company -Underwear manufacturer has decided to take advantage of Wave of popularity of Cadbury advertising, preparing their own version. But in this
Example: CadBury
version, the underwear model faithfully imitated the gorilla in the rhythm of Phil Collins. The film has won popularity thanks to Cadbury.
Source: Cadbury advert 2007
Professional evaluation tools In other words, this is a continuation of the virus. If the virus turns out to be a hit, establish and develop further 'episodes' of the virus. People just wait for it. Example : Will it blend? Spots were designed to show that the company's blender can grind everything - turned inhibitor, golf ball, iPod, iPhone, even iPad. It wasn’t a secret that the videos were prepared by Blendtec, even it was exposed, and yet their popularity even broke through the expectations of developers. Blendtec designed about 103 shot episodes since 2006 and still doing that. www.willitblend.com
Variety of viral marketing There are several types of viral marketing that are currently included in website design projects, as
Vital Viral Marketing: People prefer to share experience pertaining to certain products. Simple examples are ebay and AOL.
followed: Value Viral Marketing: Finest samples are Amazon
Spiral Viral Marketing: In this segment, shared
and Yahoo. The prime objective of this strategy is to
experiences may be funny, shocking of dirty for
share quality experiences with others.
instance such as: ‘JenniCam’.
Guile Viral Marketing: Quixtar and MyPoints are clear
Vile Viral Marketing: This strategy is for the people
examples. Under this strategy, people try to sell in
who warn others of negative experience; example:
exchange of incentives.
Real.com
Viral marketing is not a miracle tool in itself. Definition of viral business is dependant on constant changes due to technological development. Strategic viral plans usually lack of awareness that successful campaign is an integrated process with wider marketing initiatives. Viral marketing cannot be summarised as a one-day event associated with creating entertaining material and finding the most suitable website to promote it. Not all brands need to communicate virally at any price.
Is the Internet an opportunity in times of crisis?
Influence the development of viral marketing on the internet has a huge impact on other media. What are the signs? Members are considering more before shopping. Relevant assessments and recommendations considerably influenced whole buying decision process.
Rising trend of 'virus’ lowers the cost of production and content distribution comparing to traditional media. Copy and TV/radio prices are subjected to constant growth in as opposed to readership which has increasingly fallen.
References:
1. Marketing Week (2002) ‘Self-service Fails to Impress Consumers’ Marketing Week, 23 May, p.39 2. Penenberg, A. (2010) Viral Look. The Power of Pass-It On, 1st ed. London
3. Reed, C. (2010) Self-regulation of owned media - ASA brings social media transparency front and centre [online] Brew Digital. Available from: http://www.brewdigital.com/blog/self-regulationowned-media-asa-brings-social-media-transparency-front-and-centre-2 [Accessed 3 January 2011] 4. Website monitoring (2010) You Tube facts and figures [online] Website Monitoring; Available from:
http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-historystatistics/ [Accessed 07 January 2011] 5. Wilson, Dr Ralph F. (2000) The six simple principles of viral marketing. Web Marketing Today, Issue 70. 1 February
Bibliography: 1. Cheffey, D. (2008) eMarketing eXcellence 3rd ed. Butterworth-Heinemann.
2. Oscar (2010) Slowo o kampanii wirusowej [online] Public Relations Blog ; Available from: http://blog.smartpr.com.pl/slowo-o-kampanii-wirusowej/ [Accessed 07 January 2011] 3. Patrica, R. (n.d.) Viral Marketing Values [online] Google books; Available from: http://books.google.co.uk/books?id=GdI0D_cRjM8C&printsec=frontcover&source=gbs_ge_summar y_r&cad=0#v=onepage&q&f=false [Accessed 17 January 2011]