2. VIRAL MARKETING
DEFINITION
Viral or buzz marketing is a buzzword referring to marketing
techniques that use pre-existing technologies to achieve other
marketing objectives (such as product sales) through viral
processes, analogous to the spread of viruses.
Howard, Theresa (2005-06-23). "USAToday: Viral advertising spreads through marketing plans". USA
Today. Retrieved 2010-05-27. June 23, 2005, 2005
What is it?
3. VIRAL MARKETING
« Viral » marketing is a reference to the word « Virus », because
information grow as fast as viruses.
INTERNET
$€$
Web 2.0
What is it?
4. VIRAL MARKETING
Viral marketing must be dynamic. It needs the customers want to
answer, click, and share your message.
Examples:
e-mailing campaigns
Games and contests
Blogs, informative websites,…
Provide discounts
E-cards
How does it work?
7. VIRAL MARKETING
Step 1: Make it Simple
less than 10 seconds
What kind of campaign?
Steps for a good viral campaign
8. VIRAL MARKETING
Step 2: Make it Relevant
Appeal to the
vast majority of people
Steps for a good viral campaign
9. VIRAL MARKETING
Step 3: Create Sales Opportunities
Goal of a marketing campaign:
Ensure to provide links / vouchers
Steps for a good viral campaign
10. VIRAL MARKETING
Step 4: Use the Right Technology
Strong technology to support viral spread
How to spread the campaign?
Steps for a good viral campaign
11. VIRAL MARKETING
Step 5: Reflect the Brand
Company easy to recognize
Message must fit to brand’s values.
Previously used messages
Steps for a good viral campaign
24. VIRAL MARKETING
1° What is the main objective of viral marketing ?
A: find new customers, (take care of E-reputation)
2° How many steps are required in viral marketing process?
A: Seven
3° Give an example of bad buzz turned into good buzz.
A: La Redoute
Questions
