Viral marketing (viral promotion) is a popular advertising campaign technique, in which representatives of the target audience are the main distributor of information about a company / service. With this approach, there is no traditional description of the benefits of a product and an appeal to buy it; there is not even a direct indication of the goods. Such an advertising campaign assumes originality and is aimed at resonance. The message should “catch” the people who saw it, and provoke to share with their friends on social networks and offline. Viral advertising can be a video, text, image, hearing, game, program, or e-book.
The essence of viral marketing. Advertising communication influences a person in such a way that he “becomes infected” with an idea and consciously or unconsciously spreads information about a product, service and becomes its active advertising medium.
The term “viral marketing” itself means spreading from person to person within the target group, which forms the basis of the whole idea of the viral process. Original information, an idea in the form of a ready-made marketing message (video, text), is virally transmitted to each other in the form of “jokes”, recommended for viewing information, links; as a result, information is associated rather with benefit and (or) entertainment, rather than with imposed advertising appeal.
Viral marketing with Digital Agency London
Viral marketing (viral promotion) is a popular advertising campaign technique, in which representatives of the target audience are the main distributor of information about a company/service. With this approach, there is no traditional description of the benefits of a product and an appeal to buy it; there is not even a direct indication of the goods. Such an advertising campaign assumes originality and is aimed at resonance. The message should “catch” the people who saw it and provoke to share with their friends on social networks and offline. Viral advertising can be a video, text, image, hearing, game, program, or e-book.
Viral marketing goals
In the marketing field, there is an opinion that a satisfied customer will advise a service or a product you like to two or three acquaintances. He will share some negative impressions with about ten people. It is this mechanism of behavior that often uses viral marketing on the Internet and beyond.
The goal of the marketer, in this case, is to detect people with high social significance (SNP – Social Networking Potential) and create a viral message that will interest them. The number of people with whom they share information depends on how much they are interested in.
Viral promotion methods
Pass along (transfer) – people send advertising messages to each other: videos, pictures, etc., because they attract attention and like. An example would be the popular PSY video, “Gangnam Style,” which was the first on YouTube to break the 1 billion page bar.
Incentivized viral (prompting) promises users a bonus for certain actions. The goal, in this case, is not a simple promotion of a product or service, but the creation of a platform for a long-term and fruitful relationship with the target audience. For example, the action “Mediamarkt”, when visitors were offered to take and “Carry in 50 seconds.” Clients filled out a small questionnaire and started a “race” across the departments of the home appliance store, taking with them everything that was in their hands. It was given 50 seconds. The most common example of social networks is viruses like “Become a member of our community, repost this message to your wall and take part in a smartphone/car/perfume lottery”.
The popularity of viral marketing has been growing noticeably lately: fast Internet channels allow users to easily share video clips, photos, and music files; contribute to the spread of viral marketing and the growing popularity of all sorts of online communities and blogs. Almost every third who received an interesting message sends it to his friend. As is known, in order to force a person to buy a product, it is necessary to form his need for this product. People send links that are considered interesting, those that subconsciously affect the scope of their interests and needs. Thus, a competently made viral product actualizes the problem, which the product is intended to solve.
Viral marketing goals
In the marketing field, there is an opinion that a satisfied customer will advise a service or a product you like to two or three acquaintances. He will share some negative impressions with about ten people. It is this mechanism of behavior that often uses viral marketing on the Internet and beyond.
The goal of the marketer, in this case, is to detect people with high social significance (SNP – Social Networking Potential) and create a viral message that will interest them. The number of people with whom they share information depends on how much are they interested.
Viral promotion methods are as follows:
Pass along (transfer) – people send advertising messages to each other: videos, pictures, etc., because they attract attention and like. An example would be the popular PSY video, “Gangnam Style,” which was the first on YouTube to break the 1 billion views;
Incentivized viral (prompting) promises users a bonus for certain actions. The goal, in this case, is not a simple promotion of a product or service, but the creation of a platform for a long-term and fruitful relationship with the target audience. For example, there are events, when visitors are offered to do something as to take and “Carry in 50 seconds.” Clients fill in a small questionnaire and start a “race” across the departments of the home appliance store, taking with them everything that was in their hands. For this can be was 50 seconds. The most common example of social networks is viruses like “Become a member of our community, repost this message to your wall and take part in a smartphone /car/perfume lottery”;
Undercover (covert method) is one of the most effective variants of viral product/service promotion. It is based on the uniqueness and originality of the content. In this case, do not disclose the advertising message and inject intrigue around it. For example, Google, when launching its social network Google+, issued personal invitations for registration. Otherwise, it was impossible to get into it;
Buzz (rumors) – a risky method that is not always correct, and in some cases can harm the brand. The goal is to attract the attention of the audience in any way.
Our agency is ready to cooperate, providing project management and viral marketing service for its clients.
