Internet Marketing - Viral Marketing
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The term was coined to explain any strategy that persuades people to spread the communiqué rampantly on a large-scale, similar to a viral epidemic or forest fire. The method has a “word-of-mouth” effect and since networking is so effective via the net, it spreads rapidly. Hotmail is generally quoted as a pioneer in viral marketing. Offline, it is also referred to as "creating a buzz," "leveraging the media," "network marketing
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The basic purpose is to garner enough people to advocate or forward your website. It creates a cumulative effect and multiplies on a large-scale. On the other hand, if it is not effective and has a low transfer rate i.e. a less percentage of people distributing the message then it will die out just as quickly. The reasons that make it popular are that it’s an easy campaign; it’s inexpensive, reaches a wide audience and is able to produce the desired effect. The drawback is that it too often resembles spam mail and thus destroys brand credibility.
Data shows that e-mail causes 15% of online sales in North America. Viral marketing is a method that promotes or advertises a specific brand and does not cause the bother that spam mail does. Some factors like size of the mail, its format etc has to be considered before starting a viral advertising campaign. The campaign will be ineffective if the mail is in a format that most people cannot access.
The classic example of viral marketing is Hotmail.com, one of the first free Web-based e-mail services. The basic rudiments of a good viral campaign is to offer goods or services free to attract attention; influences human behavior and capitalizes on emotions; uses resources freely as for instance affiliate programs and taps existing communication systems. It should be user friendly and easy to transfer. Viruses multiply rapidly in a favorable environment. Similarly, the mediums (e-mail, weblinks, graphics, etc.) that transmit your marketing message must be easy to convey and replicate.
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