Documente Academic
Documente Profesional
Documente Cultură
Submitted In Partial Fulfillment for The Award of Degree of Master of Business Administration
Submitted By:
Mohita Nair MBA Part 1
Submitted To:
Prof. N. S. KOTHARI Faculty of Management
2010-2011
Preface
Geographical and political boundaries have always been a source of challenge for marketers trying to reach a diverse and dispersed target market. However revolutionary transformation in communication technology in the form of the Internet has solved this problem to a considerable extent. The world has become smaller and the barriers to communication have been vastly reduced. Tremendous marketing opportunities have arisen as a result of easier communication flow. A major solution has been the access to Word of Mouth or Viral Marketing. Referrals are always considered as most reliable by consumers. This is something for which we all are ready to lower our guards. And people willingly talk about the product or service they have experienced personally. That is why it is said that people are the new media. Though we are quite accustomed to traditional marketing media, we still welcome recommendations from friends and others, for making a decision about a particular brand or product to be bought. PepsiCo is one company that began experimenting with viral marketing quite early in 1996. Viral marketing in simpler terms refer to marketing techniques that utilizes pre-existing social networks to create brand awareness or to accomplish marketing oriented goals through self-reproducing viral procedures, corresponding to the extension of computer viruses.
Acknowledgement
To carry out this report I got the help from my faculties who have given full support to carry out this project work. They are the one who motivated and helped me for the completion of this project report. Further, I would like to thank Prof.N.S.Kothari and their guidance that has full supported and co operated with me to carry out this project work. Then I would like to thank Ms. Savita Panwar and Ms. Gunjan Kotwani who has supported and motivated me for the fulfillment of this project report.
Executive Summary
As a marketer you can learn the art of getting into the mind of your consumer and staying there from viruses. Viruses find a way into the host under the guise of another; they spread rapidly and grow exponentially. If you can employ this viral strategy to your marketing initiative, no one can stop you from growing. What is viral marketing?
Viral marketing is a marketing technique, which uses pre-existing social network to spread a marketing message, creating the scope for exponential growth by the exposure of the message. In a laymans term it is buzz marketing or word-of-mouth spread online. The classic example Not that there are no other examples of viral marketing but the Hotmail, Microsofts free web-based email service, is a classic example. By adding a simple message to the footer of every email sent out by Hotmail users Hotmail rapidly gained widespread brand awareness amongst Internet users. The message spread like a virus and people signed up like crazy, taking the number of Hotmail users to millions. The cost incurred per subscriber was very-very low. This viral marketing was a key factor in Hotmail becoming the market leader despite significant expenditure on conventional marketing methods by rival services. An example of viral marketing in India can be Monster India or Naukri. Through their resume writing service they acted as a guide to their users and entered their minds unconsciously.
An important feature Viral marketing concentrates on brand awareness. It does not recommend a specific product or service. How is it useful for SMEs? Viral marketing
Incurs low cost Involves low risk Has potential to produce quick result
These features are exactly what small and medium businesses want? How to do it Through Social Networking Sites Havent your predecessors told you that you are blessed to be born in the age of the Internet? Sharing message is the key purpose of users of social networking sites. Use at your pre-existing resource. Create a fan page, a community or a group; connect with those, who you think will be interested in the buzz.
Videos The power of videos in another resource you can exploit. Interesting; humorous or controversial; videos are shared like anything and thus spread like wild fire. Content Useful content for the industry that you operate in will attract readership and thus spread your buzz. It will be passed on generously and spread awareness about your company.
Points to take care of Select a TG; let them spread the message This depends on who will be interested in your product or service. Not just that but also the media and other opinion leaders. Local users are also important if the buss is specific to a geographical area. Your viral efforts will be successful only if your TG group spreads it and not you. People should be convinced that no one is masterminding the effort. Options like Send to a friend or Forward are easy and popular ways to do so. Study the information flow How do your customers get information? Whose opinion do they trust? Which medium do they rely on? Take into account all the aspects related to the flow of information, its direction and every element involved in the process.
Frame your message It should be clear and concise message, highlighting the benefits of your product or service. If you fail to define the message clearly it might not be effective and might boomerang. Your message should appeal to your audience. The most appealing things are humor, and something that saves time and money. Tap various channels A buzz can be created effectively only when it is put through various channels. For example, if online might be the preferred medium, offline should also have the message it shouldnt be completely ignored. Be prepared for a response As soon as the buzz spreads your TG will star responding. Delay of any sort in addressing their queries might create a negative buzz. So brace your team up for responding even before you spread the buzz. Now, all you have to think of is what buzz to spread? Remember, a unique buzz, spread in a unique way can take you to great heights. So why not wear your thinking hat?
Contents
Preface Acknowledgement Executive summary Viral Marketing: An Overview Introduction Virus for marketing Methods Reasons for the popularity of viral marketing Viral marketing India Types Of Viral Marketing Viral Marketing Ideas Six Simple Principles Of Viral Marketing Tools Of Viral Marketing Techniques Of Viral Marketing Viral Marketing Pitfall Or Windfall Viral Marketing Advantages Making The Virus Prolific Word f Mouth: The Most Trusted Form Of Communication Conclusion Recommendation Bibliography
Furthermore, Steve Juvertson and Tim Draper popularized Viral marketing in 1997 to depict Hotmails email practice of complementary advertising in the forthcoming mail from their users. Viral marketing have received a lot of popularity today. The prime reason for this is that it is an easier and cost effective method to execute marketing campaign. It brings about good targeting and a quick response rate. The effectiveness of viral marketing lies in its ability to facilitate a large number of people at a relatively low cost. The difficult task for any company or business is to create a potential and promising customer base. By the means of e-mail advertising, the business to consumer attempt has a superior impact than many other marketing tools. An effective viral marketing campaign can be materialized through social networks and online community like digg or ma.gnolia. With the help of information provided on
these social networks, you can establish your market needs and wants. The viral marketing campaigns that encourages recipient to forward these promotional mails or messages in their social network, have gathered both positive and negative evaluation from the consumers and industry analysts.
Methods
Internet search engines & blogs Target marketing Web services Social media interconnectivity Industry-specific organization contributions Television & radio Multiple forms of print and direct marketing Search engine optimization (SEO) web development Customer participation & polling services Outbound/inbound call center services Mobile Smartphone integration
In truth, viral marketing is nothing new. Its simply a form of motivated word of mouth that works offline as well as online. You encourage your customers to do the legwork for you by motivating them with:
Really valuable service or content (natural word of mouth) Bribery (in the form of contests or kickback schemes) The prestige of being associated with your brand Entertainment (animations, postcards, etc.)
Examples of viral marketing are on the rise. Gazooba.com offers "personal recommendation marketing" where individuals can earn incentives by recommending web sites to others. There are three
1. Entire social networks have migrated to the web. A large proportion of everyone's friends and family members are now online or soon will be. 2. Contacting individuals on the web is virtually cost-free. It is possible for one individual to contact hundreds in one day who can contact hundreds more, etc. Pyramids can be built in a day, not years. 3. The network effect plays an important role: As more people sign up, they can contact many more, and soon the total number rises exponentially.
Pass-along: In this technique, the receivers pass on the viral message to others with a promise of benefit. Undercover: As the name suggests, it is an unusual type of message, activity or piece of information that enthralls the receivers. Gossip: It generally contains a message which creates a controversy. User-managed database: In this category of viral message, the database is created or the database received from online service providers are managed by users. Value Viral: People share quality experiences with others. Vile Viral: People warn others of negative experiences.
Anytime someone puts a creative project on the internet, the hope is that it will go viral. Theres the hope that it will get forwarded from friend to friend, that people will catch word of it and that it will shoot the creator to instant fame. When the creator is an advertiser and the project is related to viral internet marketing, this is almost doubly true. For an advertiser, whats at risk is a widened customer base, positive buzz, and most importantly, cold, hard cash. Its important to get the most return for an economy of effort. This is why the brass ring in every advertising campaign is a viral movement from the grassroots internet community. Probably the most popular medium in which advertising has gone viral is as viral video. One of the most common uses of the internet is to find entertainment, which is offered aplenty online. Whether the video is funny, shocking, or touching, many amateur videos have gone viral because they struck a chord with a lot of people. The key to an effective internet marketing video is to keep it short and focused. If a video is too long, it could become tedious to watch. A good video should be no longer than thirty seconds to one minute in order to hold the viewers attention.
And since the purpose is ultimately internet marketing, it should have a clear message or point clearly to the product that its meant to promote. But the video and the product should fit well together. The only exception to this rule is if humor is being used to drive the video. In this case, random ideas or jarring juxtapositions can actually work in your favor. In any case, decide ahead of time what kind of impact you want this advertising campaign to have and focus on how to achieve that impact in an engaging and entertaining way. One of the best internet marketing strategies is to host a contest. You can combine a contest with the idea of viral video to create the perfect storm of viral marketing: a viral video contest. You can let your audience do your work for you by asking them to submit their video ads. You can either choose a winner or simply narrow down the choices and let your audience vote on a winner. Either way, this is a solid way to generate buzz about your product.
Public health nurses offer sage advice at flu season: stay away from people who cough, wash your hands often, and don't touch your eyes, nose, or mouth. Viruses only spread when they're easy to transmit. The medium that carries your marketing message must be easy to transfer and replicate: e-mail, website, graphic, software download. Viral marketing works famously on the Internet because instant communication has become so easy and inexpensive. Digital format make copying simple. From a marketing standpoint, you must simplify your marketing message so it can be transmitted easily and without degradation. Short is better. The classic is: "Get your private, free email at http://www.hotmail.com." The message is compelling, compressed, and copied at the bottom of every free e-mail message. 3. Scales easily from small to very large To spread like wildfire the transmission method must be rapidly scalable from small to very large. The weakness of the Hotmail model is that a free e-mail service requires its
own mail servers to transmit the message. If the strategy is wildly successful, mail servers must be added very quickly or the rapid growth will bog down and die. If the virus multiplies only to kill the host before spreading, nothing is accomplished. So long as you have planned ahead of time how you can add mail servers rapidly you're okay. You must build in scalability to your viral model. 4. Exploits common motivations and behaviors Clever viral marketing plans take advantage of common human motivations. What proliferated "Netscape Now" buttons in the early days of the Web? The desire to be cool. Greed drives people. So does the hunger to be popular, loved, and understood. The resulting urge to communicate produces millions of websites and billions of e-mail messages. Design a marketing strategy that builds on common motivations and behaviors for its transmission, and you have a winner. 5. Utilizes existing communication networks Most people are social. Nerdy, basement-dwelling computer science grad students are the exception. Social scientists tell us that each person has a network of 8 to 12 people in their close network of friends, family, and associates. A person's broader network may consist of scores, hundreds, or thousands of people, depending upon her position in society. A waitress, for example, may communicate regularly with hundreds of customers in a given week. Network marketers have long understood the power of these human networks, both the strong, close networks as well as the weaker networked relationships. People on the Internet develop networks of relationships, too. They collect e-mail addresses and favorite website URLs. Affiliate programs exploit such networks, as do permission e-mail lists. Learn to place your message into existing communications between people, and you rapidly multiply its dispersion. 6. Takes advantage of others' resources The most creative viral marketing plans use others' resources to get the word out. Affiliate programs, for example, place text or graphic links on others' websites. Authors, who give away free articles, seek to position their articles on others' webpages. A news release can be picked up by hundreds of periodicals and form the basis of articles seen by hundreds of thousands of readers. Now someone else's newsprint or webpage is relaying your marketing message. Someone else's resources are depleted rather than your own.
Peerflix Paparazzi
It is an excellent example of intercepting into the viral power of celebrities to create your own traffic, online buzz and eventually brand. Within 3 months after the launch, almost two million visitors played the game nearly twice and additional 5% visitors traveled beyond to visit the brands site.
has been doing this for sometime with his Underground Marketing Seminar. He doesn't release the name of several of the speakers, the attendees are undercover agents and the information is highly confidential. The whole event is cloaked in mystery. 6. Social Network Sites are here to stay. They often evolve around a particular topic. MySpace, the most popular network site, is a general forum where people discuss anything from monkeys to marriage. The information on these sites is searchable. You can easily develop a list of people interested in your topic or niche and release funny exciting information that they are encouraged to pass along to their friends. 7. Buzz Marketing is creating a 'buzz' about a particular subject, video, website or writing. In 2001 Morgan Westerman discovered a poem in the public domain that he published to the Internet. It was a feel good poem that people started passing from friend to friend. Then the Twin Towers collapsed and people in the U.S. started searching for answers and encouragement. An Interview with God blossomed into a mega-hit. As he realized how much more traffic his site was receiving Mr. Westerman redesigned, added music and graphics. Later he sold screen savers, cards and inspirational books. This was a matter of pure chance. Mr. Westerman did not anticipate 9/11 but he was able to rethink his use of that public domain poem and has created an industry unique unto itself.
people to know about you and your company - you get them to do the work for you while passing your advertisement along. All it takes is a great idea, an addictive game, eBook, text message, or a funny story - there are many ideas still out there, maybe you have a few yourself already. All you have to do is create a buzz - many movies are promoted by using scandals and gossip to make them more popular. Many big companies have tried Internet Viral Marketing and had success stories with it. A classic example is Microsoft's Hotmail. They were the first known big company to utilize the scheme and it worked wonders for them. But not all Internet Viral Marketing needs to be on a big budget like Microsoft's. In August 2008 the fashion designer Adam Lippes used this simple yet highly effective piece of viral marketing incorporating offline and online seduction and intrigue: Clear inflatable beach balls were places in NYC cabs bearing the message "How far would you go for true love?" printed on them. An attached card (for easy portability) read www.iwentthisfar.com with the password 'for truelove'. The promotion turned out to be a t-shirt and the chance for a $1,000 prize. In summary then: Internet Viral Marketing is when companies ride on the idea that if people like the content of a media they will pass it on to their friends and family.
The first and foremost pitfall is dilution of the brand as the message you want to communicate to the customer may be diluted as you let others be your spokespersons. Hence, the identity of the brand may be lost. The best solution is to create a brand that is strong enough to bear the interpretation of the customer, or formulate a brandless image. Secondly, the marketer can use the virus to pull the customers to the brands site in huge numbers, educate them through the site and then build the brand and target the customers.
The second very important problem is the risk of linkage with negative sites or people. This may hamper the company as well as the brand image and, in turn, may lead to a negative word of mouth. Therefore, before getting attached to an affiliate, one should take due care in creating content guidelines, checking affiliate content and dealing with the affiliates concerns about the policies and guidelines. The marketer has to consider how it will affect the brand to have its logo and products displayed on sites with unpleasant content, indifferent audiences, pitiable design, and how these might affect ones own brand image. The marketer must choose affiliates who are worthy of the relation.
Thirdly, the marketers should be conscious of flouting netiquettes. Spamming every individual on the lists is violating the privacy of the willingly registered user too. For this, they can be even sued. One should, instead, motivate the users to communicate for you by offering something positive. The marketer should develop a customer base by building trust which is only possible through honesty, good products and service. One should spread the word to friends who will be interested in the topic and
not to everyone. The marketers, therefore, should make sure that the visitors properly target their word of mouth.
Fourthly, managing web traffic is another problem that one has to understand and take care of. On the web, the growth and reaction are both instantaneous because it is so easy to click Forward and Send to many addresses in the blink of an eye. Therefore, in viral marketing, one has to take care of the web traffic, especially when the promotion is big and the response, quite strong.
One should continuously monitor the spread of the virus in terms of value, pace and target community.
Brand Control: The problem with viral marketing is that you have no control over your branding. You don't know ahead of time whom an individual is going to contact. As a result, many of your messages may end up with people outside the target audience. Moreover, in some cases, individuals may modify the message or add something to it. This leads to variability in how your brand is perceived, something you don't want
Uncharted Growth: Viral marketing can lead to unanticipated growth paths. For example, Hotmail is now one of the leading email providers in India. It is not clear if it expected that or even wanted that. However, many individuals started emailing friends in India who emailed many more. Such growth paths may lead to abrupt changes in strategic direction, which can be problem
Lack of Measurement: You can't always track who received the emails and what they did with them. In many cases, it may not be possible to tell if people who adopted your service did so because of your viral marketing technique or otherwise. So it's difficult to track and measure. Compare this with techniques such as banner advertising, where measurement is now an advanced science.
Spam Threats: Finally, if done poorly, viral marketing can lead to large-scale spam issues. Consider a company that pays individuals to email their friends to convince them to buy one of its products. In this case, the individual who receives the email had only given the friend permission to send email of a personal nature. The one friend's receiving an unsolicited commercial email can weaken his or her relationship with the person who sent it. This can lead to the recipient of the email dropping a friend and becoming angry with the marketer for sending an unsolicited message. Flames may result, leading to damage to the advertiser's reputation. In some cases, individuals who want to earn more money simply go out and spam people. This can be problematic for your company image.
Though I know that we are looking at a decade of viral marketing, a look back at the history of online marketing efforts must include Hotmail. In 1996, Hotmail was a particulary unique email service in that it was free, could be accessed anywhere, and would allow the user to have multiple accounts. One of the interesting things Hotmail did was it would attach the message Get your free email at Hotmail at the bottom of every email sent by a Hotmail user. Once the receiving user clicked on the word Hotmail they were taken to Hotmails homepage where the free email service was further explained. The plan, original at the time, worked. By 1998, Hotmail had accumulated 12 million subscribers. Hotmail eventually sold to Microsoft for a cool $400 million. Not bad! Kraft
In an effort to build up their online presence, Kraft launched a branded microsite called Cheesy Movies. The site, which corresponded with Krafts much larger back-to-school promotions, allowed participants to create an account and develop their own animated movies up to 25 seconds long. The short films featured an array of different props and characters for participants to work with and manipulate. The microsite was a hit with both kids and parents. Thousands of movies were created with each participant spending on average between 30 minutes and an hour on the site. The Subservient Chicken
The Subservient Chicken for Burger King was introduced in 2004. The branded micro site consisted of an interactive web cam that filmed a person dressed in a chicken costume who would perform certain acts the user typed into the site. Users flocked to the site in droves, accumulating more than 15 million visits in the first 5 days. Today, the site has attracted over 450 million hits; however, that does not mean that it has been a success. The provocative, yet creepy site is amusing and a great way to waste time, but
does it really make Burger Kings soggy fries taste any better? Does it make the fast food chain hip and edgy, or shady and desperate? I think a little of both. Nike
Nike has become a master of viral marketing over the years, but this 2006 ad staring Brazilian soccer superstar Ronaldinho has emerged as one of the greatest viral ads of all time. The is it real, or is it doctored quality of the ad caused many viewers to send the clip to friends to get a second opinion on whether the feat was real or computer generated. As of today, the amateur-looking clip has generated more than 30 million views on YouTube and positioned itself as one of the most successful and acclaimed viral ads of all time
Dove
This ad by Dove entitled Evolution was one of the first of a series of self-esteem related ads released to the Internet. The short 75-second clip generated more than 44,000 views within its first day of release, more than 1,700,000 views with the first month, and more than 12,000,000 views within the first year. The ad is especially noted for the amount of discussion it generated on such broadcast television shows as The View, Good Morning America, and The Ellen DeGeneres Show. It has been estimated that the clip has generated more than $150 million worth of free advertising
due to its mainstream exposure. It is emotional, clean, beautiful, and considered by many to be a classic. Snakes on a Plane
The title alone screams viral. The b-movie concept attracted instant attention throughout the web once the general plot of the film was made public. The title and eventual trailer inspired countless mock-trailers, spin-off websites, and YouTube-broadcast parodies. Everyone talked about Snakes on a Plane, but then no one went to see it. The muchhyped film was a box office dud. The lesson here even if a great viral campaign takes off, the product being sold must also be interesting. Maybe Burger King should take note! Blendtec
Utah-based company, Blendtec, began distributing a series of infomercials under the title Will it Blend?. In the brief segments, the companys co-founder, Tom Dickson, blends an assortment of items including golf balls, marbles, and cell phones to demonstrate the strength and durability of his blenders. The cheesy infomercials became an instant sensation garnering more then 100 million online views between the Blendtec website and YouTube. Since the launch of these videos, Blendtec has seen an exponential increase in sales including a five fold increase in online revenue.
Diet Coke
In contrast to my previous pick, the Diet Coke and Mentos Experiment was a viral sensation produced completely independent of either the Coke or Mentos brands. Though the exploding Cokes had already been an online phenomenon well before 2007, the release of the Diet Coke and Mentos Experiment helped to generate more than 10 million YouTube views and raise the profile of the experiment beyond just a passing fad and into the annals of Internet lore. Both Coke and Mentos gained a considerable amount of brand awareness from the clip that has emerged as one of the most iconic viral sensations of the past decade.
Cadburys wildly popular Gorilla campaign is solid evidence that clever advertising can create short memories. At the start of 2007, Cadbury was in the midst of a PR nightmare after a major Salmonella outbreak that occured at one of Cadburys factories. Then, in 2007, Cadbury launched its Gorilla campaign to reignite interest in the company. The ad was a huge success on broadcast television and instantly made its way to the web. After its first week on Youtube, the clip received over 500,000 views. By the end of 2007, the clip had been viewed over 6 million times online. Approximately 70 Facebook groups have been created celebrating the campaign, as well as a host of parodies and spin-offs. Following the release of the campaign, YouGov reported that 20% more
people looked favorably on the brand than before. The campaigns viral presence helped to increase sales around the world from Britain, to South Africa, to Australia and New Zealand.
Ray-Ban
Ray-Ban created a viral stir with the release of a string of YouTube-bait videos in 2007. The videos (there have been 17 released since 2007) were released on their branded YouTube channel promoting their Never Hide campaign. The channel presently has over 3,100 subscribers and three of the videos have generated over 1 million views. The most popular Never Hide clip to date, Guy Catches Glasses with Face, has attracted over 4.3 million views and continues to grow in popularity. All of the clips capitalize on the WTF nature of many YouTube videos, while also playing on the is that real or fake meme that has become a viral staple. Since the debut of the online ads, sales of Ray-Ban Wayfarers (the style most represented in the ads) have skyrocketed. Sales in 2007 were up 231%, while 2008 sales were up 40%.
Barack Obama
Barack Obamas presidential win had about as much to do with social media and viral marketing skills as it did with his Harvard Law degree or stance on an array of political issues. Obama got the youth to vote, a task many thought impossible. He accomplished this by strategically tapping into nearly every major social media outlet. At the time of Obamas inauguration in January 2009, the President had 13 million people on his email list, 3 million online donors, 5 million friends on more than 15 different social networking sits including 3 million friends on Facebook, 8.5 million monthly visitors to MyBarackObama.com, nearly 2,000 official YouTube videos (with more than 80 million views and 135,000 subscribers), and more than 3 million people signed up for his text messaging program. Now, that is how you win an election.
Levis
Guys backflip into jeans generated a staggering 2.5 million views on YouTube in only one week. As of June 23, the brief ad has been viewed more than 14 million times across an array of video-sharing sites. Though the ad has received a large amount of exposure, it
also looks suspiciously like the Ray-Ban ad mentioned earlier. The concept is recycled, to say the least, but has still managed to attract considerable attention.
Vodafone
Vodafones ad campaign featuring the Zoozoo creatures have become an international sensation. Developed in India, the playful commericals have made their way to the internet and become viral hits. The campaign, Make the Most of Now, has become truly global as a result. The videos have collected millions of online views worldwide and firmly positioned the Zoozoo creatures as loveable global icons.
Samsung
Samsungs clip of LED-illuminated sheep running around the Welsh countryside continues to generate interest throughout the Internet. The clip has attracted nearly 8.5 million views on YouTube and continues to be the topic of discussion on blogs across the web. The is it real or not quality proves once again to be YouTube gold.
The second solution: Dont worry about it. Use the virus to pull people to the site in large numbers, whether or not they understand the message. Then use the site to educate, brand and target after the fact.
In this extreme case, not only were they spamming all the people on the lists they lifted (by contacting them without permission), they were violating the privacy of the voluntarily registered user, too. Not only did they incur the wrath of anti-spam factions, they also were sued.
Solution: Keep the spread of the virus properly valued, paced and targeted.
Target, target, target. Again, viral marketing works best as a community-based event. Visitors should be spreading the word to friends that will be interested in the topic, not to everyone in the world. How can you make sure your visitors properly target their word-of-mouth, when they may not even know what targeting means? The reward should be relevant to your market. The reward shouldn't be so large that it motivates cheating or over-spread. The reward should have your message or brand all over it, so that everybody knows this is about you. Some examples: CNET's concept of giving away content lets users put tech news on their web sites, in exchange for a link to CNET. People who participate in the program will naturally place the stories in front of their visitors who care about industry news. It's automatically targeted by the relevancy of the giveaway (free content).
Conclusion
As every coin has two faces likewise, this new marketing strategy i.e. viral marketing also has advantages with some disadvantages. Companies should knowhow to leverage the power of viral marketing. When a firm is planning to go for viral campaign, they have to think on their target group and how they should penetrate them with the campaign.
"Customers buy for their reasons, not yours." - Orvel Ray Wilson
So find out customers reasons, these reasons will create new opportunities to do your viral marketing job.
Recommendations
Firms should assess relevance to brand, objective and audience before viral campaign. Firm can integrate with traditional/ongoing marketing efforts with viral marketing. They should develop a resolution or measurable call to action. Viral marketing must spread from person to person voluntarily. A person who spreads a viral message must do so without any financial incentive to do so.
Bibliography
www.google.com www.scribd.com www.marketing magic.com www.ignite social media.com Advertising express Marketing mastermind