Enviado por Lapereyra95 • 6 de Octubre de 2013 • 301 Palabras (2 Páginas) • 109 Visitas
Viral marketing- a powerful and effective strategy
The business world today has become extremely competitive. As a result, many companies are adopting new marketing strategies in order to survive the competition. One of these strategies is viral marketing; “it is a marketing tactic that encourages individuals to pass on marketing messages to others, creating the potential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands even to millions customers in a short period of time” (Wilson, 2002).
First of all, viral marketing has the power to make a big positive or negative impact. Also, it seeks to get people talking about something (a brand, product, service, etc) by creating controversy. This marketing strategy can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.
On the one hand, this sort of strategy has many advantages such as high credibility (it’s based on person-to-person recommendation), low costs, great reach, high visibility, efficiency, the opportunity to continuous promotion adjustments, and available resources. On the other hand, its main disadvantages are associations with unknown groups, spam threats, and brand dilution.
Finally, there are many forms of viral marketing. For instance, images, jokes, reality TV show transcripts, digital video clips, e-cards, interactive microsites, advergames, and alternative reality games. Others forms include pass-along messages (e-mails with instructions to forward at the bottom or humorous video clips), incentive-driven messages (offer rewards in exchange for providing e-mail addresses), undercover viral marketing (messages in an unusual page or false news item).
In conclusion, despite the fact that this tactic marketing has some risks, I think it is powerful, effective and creative because it has many abilities that allow companies to reach their target audience, enhance their brands and produce sales.