Types of Viral Marketing

There are different ways to apply viral marketing strategy.

- Pass-along. This is the most common type of viral marketing. Web sites that ask their users to tell-a-friend about their products and services is an example of pass-along messaging. However, there is a risk of the message being labeled as 'spam' by email providers. Thus, it is important that the 'from' and 'subject" lines do not contain any word that may be tagged as spam.

- Incentivised viral. This is a marketing technique used by companies in which users are offered rewards when they refer somebody to the company. This becomes more effective when the referred person needs to take action for the reward to be given.

- Undercover. The most difficult viral to spot, undercover marketing sends a viral message that is disguised as just an unusual page or piece of news without obvious link citations.

- Buzz marketing. This type is most common in the entertainment world. A good example is the spread of different controversies, like getting married or divorced, involving the stars of a movie that is yet to be released. This is like a word-of-mouth advertising for the movie.

source: Internet Business Online, 09800530.blogspot.com

Definition of Viral Marketing

Viral marketing is also called buzz marketing (or word-of-mouth) and network marketing. It describes any marketing strategy or tactic that encourages individuals to pass on a marketing message to others. Successful execution means the message's exposure grows exponentially - like a virus and hence the word viral.

Viral marketing is a clever idea, a game, a shocking idea, or a highly informative idea which makes compulsive viewing. It can be a video clips a TV ad, a cartoon, a funny picture, a poem, song, political message, or a news item. It should be amazing and with perceived value that can make people want to pass it on. Finally, the originator of the message can benefit from its propagation.

Viral marketing highly depends on the pass-along rate from person to person. If a large percentage of recipients forward a message to a large number of friends, the snowballs can grow very quickly and can create unexpected outcomes in a short period of time.

Reference: Chaffey, Ellis-Chadwick, Mayer and Johnson, 2006 Third Edition, Internet Marketing Strategy, Implementation and Practice, Viral Marketing, P.400-401

Source: alvinchan