Viral marketing is an explosive new method companies are using to brand themselves. Viral marketing is a buzzword for promotional messages that spread through social networks. Viral marketing campaigns hinge on finding a catchy medium for a message and then propagating it through different online channels including blogs, microblogs, posts, crowdsourcing and so on. Content that becomes a sensation as soon as it hits the Internet, that is what going Viral means. And, perhaps nothing is as effective and efficient in spreading your message as a viral marketing campaign. The idea behind viral marketing is to influence people to spread your message for you. It takes the right kind of content, the right timing and the right people who first discover it to get that viral spark.
How Does It Work :-
There are 3 key elements to a viral marketing campaign that need to be addressed:
Design of Message
1. The Incentive :-
An incentive is a reason to act. A disincentive is a reason not to. The most clear eyed study of policy involves not just the stated and desired effects, but the incentives and disincentives that a policy will create. For example, vastly increasing the minimum wage will increase the incentive of those who have jobs to work (though they already had enough incentive to work), while creating a disincentive to hiring or even retaining as many workers. The important point here is that an incentive can take many forms – the exact choice of the incentive depends on your goals, resources and audience.
2. Easy Forwarding :-
The Internet is the ultimate for of viral marketing because of the ease and low cost of someone forwarding your marketing message. Before we get into the specific aspects of viral marketing, what it means and how to Most journalists are keen to hear good stories, particularly if you make it easy for more than half the people exposed to them forward them to others even.
3. Design of Message :-
In order for a viral marketing email to be successful the design of the Message and Incentive are also critical. The ‘idea’ of an incentive may be perfect but if your viral campaign does not communicate the incentive, and its benefits, effectively enough, you may as well not have bothered. An ineffectively communicated incentive is no incentive at all. When marketers emphasize the things will be gained when a consumer chooses a to use a specific product or service, it is known as positive message framing. When they stress the benefits that will be lost it is known as negative message framing. The technique that you should use will depend on the product you are offering and what the attitudes and characteristics of your potential customer are toward that product. If a person has a high need for cognition, then in general the use of a positively framed message works better.