VIRAL MARKETING

Viral Marketing

Viral Marketing

Understanding of the theme

Viral marketing is a technology marketing promotion, which is based on the possibility of instantaneous transmission links. Distribute the information you need quickly with the help of references can be transmitted to Skype or published in LJ. Some time for the "epidemic" is quite literally a few days. Viral advertising on the Internet can advance common rumors or gossip. Experts viral marketing (viral marketing) claim that all this is good for the advertising company, significantly enhances its effectiveness.

It is no secret that today's media commonly used the news spread in the network. That is why one of the important problems that commonly confront an online marketing is getting popular information in newspapers, television and radio. This is the highest achievement of viral advertising on the Internet. Evidence of success, the best work of the mechanism of viral marketing (viral marketing), is, in our view, or create your own memorial - catchphrase that are firmly in the vocabulary of the audience. In some cases, reference may also be a target site. There are examples of valuable work of such resources. But this is only possible if they are unusual, surprising and mysterious.

Industry analysis

The fast growth of Web 2.0 technologies has changed the marketing landscape and online social networking is one of the primary activities empowered by the continuous advancements in information technology (Kasavana et al., 2010, p68). This growth also promoted the applications of viral marketing campaigns. As mentioned in introduction, viral marketing is a form of peer-to-peer communication where users pass on promotion messages through their social networks. However, many researchers differed in the medium where the viral messages travel. For example, some contended that the viral message typically spread online by electronic word-of-mouth (WOM) (Dobele et al., 2005, p143), while Bampo et al. (2008, p273) argued that the message spreading medium could be both online and offline in viral marketing.

Researchers have identified various advantages of viral marketing over traditional mass media (Subramani and Rajagopalan, 2003, p300). For example, because of the extra effort for the receivers to send the intriguing viral message to another contact is marginal, they are able to send out the message to many members in their social networks. Therefore, viral marketing can enable companies to reach customers on a larger scale, including customers that they would not be able to reach otherwise before (Subramani and Rajagopalan, 2003, p300). Furthermore, according to BAMP et al. (2008), there is a natural selection process embedded in the broadcast message so that the communication is more is more specific. In addition, the behavioral response to viral message can be more quantifiable than other forms of mass communication, due to exponential growth (BAMP et al, 2008). Given these advantages, a large body of literature was recognized in the study of the dynamics of viral marketing and structured by the three main components recognized by BAMP et al. (2008). They are:

The social structure in which the messages spread;

Behaviors displayed by the members; and

Thee seeding viral ...