Viral Marketing

Issues and Challenges

By Dibyadip Das

Objective of Study
What we get to know ?

To Understand the process of Viral Marketing

To Observe usefulness of Viral Marketing

What does a virus have to do with Marketing ?

Like Viruses, it takes advantage of rapid multiplication to explode the message to thousands or even to millions

What is Viral Marketing ?

Refers to marketing techniques that use preexisting social networks to produce increases in brand awareness through selfreplicating viral processes, analogous to the spread of viruses or computer viruses. Marketing Phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.

Origination

In early 90s, the Term was coined by two Professors from Harvard Business School 1990

The term was later popularized by Rayport in the 1996 Fast Company article "The Virus of Marketing,"

Tim Draper and Steve Jurvetson of the venture capital firm Draper Fisher Jurvetson in 1997 to describe Hotmail's practice of appending advertising to outgoing mail from their users.

Among the first to write about viral marketing on the Internet was the media critic Douglas Rushkoff

Popularlity

Growth

The Graph potrayes the Growth of Viral Marketing.

4 2 3
200 0 200 5 200 8

199 0

199 5

201 0

Types of Viral Marketing

1

Pass-Long

Buzz-Marketing Incentive Viral

Undercover-Marketing User Managed Database

Types
Pass-Long
1 A short note that will be sent on to the other internet users and it is usually to the footer of Electronic Messages E.g.: www.gmail.com

This is an example text. Go ahead and replace it with your own text. This is an example text. Go ahead and replace it with

Buzz-Marketing
2 Involves celebrities discussing about products and experiences with a hint of Controversy

Types
Incentive Viral
3 It call the user to take action in order to be rewarded. This is an example text. Go ahead and replace it with your own text. This is an example text. Go ahead and replace it with

This is an example text. Go ahead and replace it with your own text. This is an example text. Go ahead and replace it with

Undercover-Marketing
4 It occurs when people do not know they are being marketed to..

Types
User Managed Database
5 It refers to different database of prospects that clients generate themselves with the help of online service providers.

Issues
Issues of Spam

Generally Focuses on Short Term Success

Negetive Publicity

Brand Dilution Association with Unknown groups

Challenges

Customer Communication Through Internet. Good web marketing strategy. Turning a profit by attracting customer. Set everything up in the selfimposed time restriction.

Example

THANK YOU!
http://www.marketingterms.com/dictionary/viral_marketing/

http://en.wikipedia.org/wiki/Viral_marketing

https://www.facebook.com/pages/Viral-marketing-tips/92274993058