What is VIRAL MARKETING?

Viral marketing (buzz marketing) definitely has a place in the business world today.  It is cheap, and with clever ideas people can really take advantage of the viral characteristics and potential of social media and the search engines.

Definition

Viral Marketing is effectively an online form of word-of-mouth communication to communicate marketing message that harnesses the network effect of the Internet and can be effective in reaching a large number of people rapidly as a marketing message is rapidly transmitted in the same way as a natural or computer virus, facilitated by different media, such as email and websites. When successful, results in exponential growth.


When planning integrated campaigns, it is important to note that a successful viral marketing creates “buzz” as content is uniquely engaging and causes the online #viral affect that can be amplified through offline media mentions or advertising either on TV and radio or in print.


From a practical point of view, online viral marketing involves generating word-of-mouth and links through to a website, like as part of online PR.

Remarks

# Viral effect - people will discuss online or offline and more people will become aware of or interact with the brand campaign.
 Sources from:
Chaffey, Ellis-Chadwick, Mayer and Johnston. (2009). Internet Marketing – Strategy, Implementation, and Practice
 SPD4290 Online Viral Marketing