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The concept of viral marketing is by no means new. Word-of-mouth marketing, viral’s forefather, has been around for ages. The principle behind it is simple, use influencers to generate peer-to-peer interaction about the product or BUZZ. Using social networks such as friendster.com, facebook.com, myspace.com, etc. is the critical part because these are tools that will spread the "infectious deseases" or information exponentially. And of course, this will not be successful if you will not insert the perfect "Marketing Mix" fot it. Marketing Mix is the comprehensive and diversified marketing strategy.


Common Viral Marketing Message

While the messaging and strategy ranges radically from campaign to campaign, most successful campaigns contain some commonly used approaches. These approaches are often used in combination to maximize the viral effect of a campaign.

FREE PRODUCTS OR SERVICES

Many viral marketing programs utilize free products or services to spark interest. Giving away low-cost items such as t-shirts can often lead to the sale of much higher cost items. Marketers often use low cost items as a method of collecting consumer data and building a database of potential customers that are already familiar with the brand.

COMPELLING CONTENT

From hilarious to raunchy to controversial good content and concepts can often make or break a viral campaign. Creating quality content can often be more expensive than simply offering a free product, however the results are often better. The general rule of thumb is that the content must be compelling, it must evoke a response on an emotional level from the person viewing it. This fact alone has allowed many smaller brands to capitalize on content based viral campaigns. Traditionally larger brands are more reserved and risk adverse to the possibility of negative reaction.

EXCLUSIVITY

This form of messaging is designed to appeal to our natural tendency to desire things we can’t normally have. This messaging includes invitations to join V.I.P clubs, access to products or services before they are released to the public and the ability to choose the fate of others within a peer group. While this tactic can be extremely successful, there is a built in cap to its success. If the offer spreads too wide it will loose its exclusive appeal.

GET PAID

Rewards and financial incentives often play a role in viral referral campaigns. Marketers can incent users to pass along a message in exchange for compensation ranging from points, special offers and in some cases cash.


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This was authored by Mind Comet

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