Propel the message still wider to their own ever viral marketing increasing circles of friends and associates. Dissertationviral marketing waylandschoolcommittee. This selfpropagation occurs at an exponential rate therein lies the true impact of viral marketing. It can be delivered by word of mouth or enhanced by the network effects of the internet and mobile networks. Jagannath international management school a minor project report on viral marketing strategies adopted by todays mncs submitted in partial fulfillment of requirement of bachelor of business administration b. In 1996 he wrote an article called the virus marketing. Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. Viral marketing is an approach designed to get others to share your product for you. Wilson, one of the pioneers of internet marketing and ebusiness. Viral marketing campaigns are designed to mask their commercial origin. With social networks and sharing becoming dominant parts of.
Jul, 2010 to help you make sense of what are the key traits and components that create the conditions for a successful viral marketing campaign, this masternewmedia guide shares a highly curated selection of the best analysis, reports and published research on the web on the topic of viral marketing. The company decided to use a viral campaign because of the distracting environment in which television is viewed and the fragmented audiences of traditional media. As a marketer or business owner, youre probably familiar with the idea of going viral and would love to take advantage of it, but the truth is, there are many misconceptions about. It will always be a hitormiss proposition, but with meaningful metrics put into place before beginning the campaign, youll be able to know if this is an investment that makes sense for your brand. Only platform of viral marketing considered in the research study is email. Viral marketing describes any strategy that encourages people to communicate a marketing message to others, creating the potential for exponential growth in the messages exposure and influence. Jan 15, 20 viral marketing isnt necessarily about making an impact on a worldwide scale. These results are interesting both in terms of the epidemic dissemination of health promotion related messages and in terms of the efficacy and efficiency demonstrated in acquiring new and returning web users. In the context of email viral marketing, phelps et al. Clarke and flaherty 2005 according to hutchinson 2008, as taken from wilson 2000 six elements of viral marketing include. The spread of an effective viral marketing campaign is akin to an epidemic outbreak of a virus, limited only by the potency and relevance of the marketing message. In this article, you will understand the various advantages and disadvantages of viral marketing. The impacts of viral marketing on vietnamese travelers.
Alan wilson brings his rich research experience to this wellwritten, concise book. It can be in various forms such as a webpage, text message, and photo with captions, software, an interactive flash game and the like. The rule states that the top twenty percent of the products account for 80 percent of. And viral marketing is where you encourage other people to spread your product or service. The ad premiered on australian television on 7 august 2005. One of the challenges faced by the viral marketing industry is the lack of formal quantitative and qualitative comparisons of this new promotional tool to traditional tools, and the scarcity of systematic methods for optimizing viral marketing. Concern about online viral marketing has predominantly focused on its use with teens and adults1.
The six simple principles of viral marketing practical. Viral marketing is not a new term in the marketing field, but it has brought new wind to the marketing trend of the decade 4. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, if not millions of people. He is widely recognized as one of the top international authorities in web marketing and ecommerce. It has been stated that while a word of mouth marketing has been practiced for as long as several thousands years thorne, 2008, viral marketing is a. Jan, 2017 the pros and cons of viral marketing show that it can be a positive, lowcost solution when it is done right. The first lesson in constructing viral content is having the strength, courage, and selfconfidence to get in touch with your own feelings, thinking about what profoundly affects you. The term viral marketing was first time used by a harvard business school faculty member jeffrey rayport. Pdf the impact of viral marketing on corporate brand reputation. May 05, 2018 viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the messages exposure and influence. Viral marketing usually appears to be completely dependent on the image of the product in the eyes of the respondents or the customers. Viral marketing is a customerfocused approach, so the first step is to identify the target demographic for a product and what they value the most in products, requiring marketers to research and analyze demographic data.
The term viral marketing was coined by tim draper, a harvard business school graduate, and used extensively to describe the emails that aided advertising of products. The six simple principles of viral marketing by dr. In this article seth godin shares his definition of viral marketing, with particular emphasis of differentiating viral from marketing. A successful viral marketing campaign can pass into everyday culture. The email marketing handbook 2003, 2005 was published in two volumes to. Advantages and disadvantages of viral marketing you need. For the success of the viral marketing strategy, viral marketing techniques applied from diverse platforms needs to be studied.
Your free reporting software doesnt have to catch the attention of a global audience. Use of an internet viral marketing software platform in. Viral marketing or viral advertising is a business strategy that uses existing social networks to. The video demonstration you put together could be a grand success if it gets deep penetration through your target audience, even if your efforts are exclusively limited to one. Berkeley media studies groupits not just for teens. Pearson offers special pricing when you package your text with other student resources.
This study aims to understand the drivers of viral marketing and investigates various attributes which influence user to. Viral pdf ebooks turn your pdf documents into a viral. Alternatively, viral marketing or viral advertising is defined as a strategy that encourages individuals to pass on a marketing message to others, creating the potential for exposure and influence wilson, 2005. The use of an internet viral marketing software platform generated outstanding marketing outcomes for the chn website. In this study main focus is on viral marketing via email. The study aimed to an alyse and evaluate the use o f viral marketing and the impact it has on the repu tation of. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Nike has become a master of viral marketing over the years, but this 2006 ad staring brazilian soccer superstar ronaldinho has emerged as one of the greatest viral ads of all time. I will never run another viral marketing campaign without using viral pdf. The six simple principles of viral marketing practical ecommerce.
Viral marketing isnt necessarily about making an impact on a worldwide scale. It aims to spread awareness of the products and services of a company with the use of social media or by word of mouth. Article pdf available january 2005 with 1,889 reads. Use viralpdf to turn any pdf file into a viral marketing tool. Unlike any other pdf customizing tool available today, it lets you use unlimited, rebrandable links and emailaddresses, add an expiration date and more. Viral marketing what it is and how to apply it to your. Viral marketing concept was defined as network oriented word of mouth by juvertson and draper in 1997 and introduced to explain free email. When executed properly, this online marketing phenomenon can bring scores of visitors to your business. It optimizes the extent to which social networking can benefit sales. In the context of all viral marketing, dobele et al. May 24, 20 the evolution of viral marketing as a separate discipline in the field of marketing has been discussed by thorne 2008.
People will get to know about one product or brand and spread the word around to other people. It is a serious tool that anyone who runs an affiliate program can use to empower hisher affiliates. This paper reports on the impact o f viral marketing on corporate brand repu tation. Mar 09, 2012 obviously there arent 18 million buyers of glass out there, but by making a video with broad appeal including to consumers corning managed to create one of the most successful b2b viral videos of all time.
Viral marketing is the modern implication of the word of mouth marketing. Alan wilson i am impressed by the simplicity and clarity of this book. This paper reports on the impact of viral marketing on corporate brand reputation. A proven and trusted method of advertising and marketing that get results is viral advertising, and fortunately for the marketer new software developments can make all the difference. Viral marketing offers an opportunity to connect a. With social networks and sharing becoming dominant parts of the online experience, viral marketing reaches buzzword.
Wilson 2005 agrees with rayport 2007, who said that the viral marketing message is like a virus that will onl y be passed on if it is eas y to transmit. Viral marketing, stripped down to its most basic definition, is a form of marketing that propagates itself. The second volume detailed about 250 email marketing software vendors and. Quotes tagged as viralmarketing showing 16 of 6 the first lesson in constructing viral content is having the strength, courage, and selfconfidence to get in touch with your own feelings, thinking about what profoundly affects you. Mar 08, 20 history of viral marketing peaked popularity in the 1990s. The viral marketing concept as a model for open source software to reach the critical. From 1995 to 2012 he served as editor of web marketing today, which practical ecommerce acquired. Wilson wilson 2005 further defines six elements of an effective viral marketing strategy. Objective of the thesis and research problem the objective of the thesis is to clarify factors that make a marketing campaign. The agency used viral marketing techniques to promote the advertisement before it was broadcast on television. In dichters 2001, p47 opinion, viral marketing is the idea that you incite your customers or referral sources to pass on something about your business to their network of colleagues. Pdf the six simple principles of viral marketing wesley arendse. Pdf open source and viral marketing the viral marketing concept.
Viral marketing software free download viral marketing. Viral messages can be in the form of video clips, images, brandable software, flash or gamesany form which can easily be passed between social networks via the internet. Pdf the impact of viral marketing on corporate brand. Obviously there arent 18 million buyers of glass out there, but by making a video with broad appeal including to consumers corning managed to create one of the most successful b2b viral videos of all time. Viralpdf has allowed me to really put my viral marketing strategies on steroids. So, which companies have used viral marketing to spread their brand to the masses. The pros and cons of viral marketing show that it can be a positive, lowcost solution when it is done right. In other words, traditional marketing is where you blast your marketing messages to a group like with tv commercials. During the blair witch campaign, the filmmakers and main marketing agents for the movie were accomplished film students. Viral tactics are growing online through stealth marketing campaigns designed to encourage product promotion through peertopeer advertising. One of the most prominent early viral marketing campaigns was for the film the blair witch project. Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the messages exposure and influence. Further, viral marketing is such a marketing phenomenon that encourages people to pass along a marketing message voluntarily anderson, 2008.
Pdf open source and viral marketing the viral marketing. Viral marketing what it is and how to apply it to your business. Hence they raise multiple issues in protecting consumers, especially children. The focus of this paper is viral marketing the process of creating, receiving, according to which the passing on of viral marketing messages depends on consumers, category, company, content. Viral marketing is not a new term in the marketing field. Viral marketing is extremely attractive to businesses because it can deliver amazing results in a. Viral marketing instruments figure by author, data from kollmann 2001b, helm 2000c. The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of. A general bba 3rd semester evening sectionb batch 201020 submitted to submit by dr. In 2005, the number of users reached one billion, the second billion was reached in 2010. It has been stated that while a word of mouth marketing has been practiced for as long as several thousands years thorne, 2008, viral marketing is a new concept enabled by internet. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. Viral marketing software free download viral marketing top 4 download offers free software downloads for windows, mac, ios and android computers and mobile devices. Traditional referrals have been verbal, passed from person to person in everyday conversations, but the advent of technology has meant a viral message can travel farther and faster than a traditional referral.
Ken poirot, go viral the social media secret to get your name posted and shared all over the world. I would be willing to bet that if you work for a company that uses glass in its products, you have probably seen the video. Dye dye 2000 defined the assessment criteria for the buzzworthiness of products. The is it real, or is it doctored quality of the ad caused many viewers to send the clip to friends to get a second opinion on whether the feat was real or. Viral marketing went from a flashy buzzword for an unpredictable internet meme to a much soughtafter strategy, years ago, but that in no way means its old news. Viral pdf ebooks turn your pdf documents into a viral sales. It will always be a hitormiss proposition, but with meaningful metrics put into place before beginning the campaign, youll be able to know if this is. Mar 07, 2012 a proven and trusted method of advertising and marketing that get results is viral advertising, and fortunately for the marketer new software developments can make all the difference.
We consider here how to achieve this objective through viral marketing. Wilson 2000 said that viral marketing is sort of this explosion that you start with one customer and heshe will tell people and pass it on continuously. Viral marketing is an idea that spreads and that while it is spreading actually helps market your business or cause. Viral marketing services viral marketing agency london.
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