Viral marketing
(also called electronic word-of-mouth marketing, or word-of-mouse marketing)
(also called electronic word-of-mouth marketing, or word-of-mouse marketing)
DESCRIPTION
An approach involving the dissemination of marketing messages or brand information via online channels that develop through social networks.
An approach involving the dissemination of marketing messages or brand information via online channels that develop through social networks.
KEY INSIGHTS
Viral marketing relies on a strategy that encourages individuals to pass on marketing messages in a form that multiplies with a virus-spreading effect. Its use can involve any number of internet marketing or stealth marketing approaches (see online marketing; stealth marketing) to have a network effect that reaches a large base of consumers. Off the internet, it can have a buzz effect that is more closely associated with word-of-mouth marketing (see word-of-mouth marketing). Because recipients of the message are the ones who take action to pass on the message to friends, family, and/or colleagues, viral marketing tends to avoid problems associated with spam marketing, or junk e-mail marketing, which involves indiscriminately sending unsolicited and unwanted emails in mass quantities in the hope that at least some recipients will respond favorably to the e-mail messages.
Viral marketing relies on a strategy that encourages individuals to pass on marketing messages in a form that multiplies with a virus-spreading effect. Its use can involve any number of internet marketing or stealth marketing approaches (see online marketing; stealth marketing) to have a network effect that reaches a large base of consumers. Off the internet, it can have a buzz effect that is more closely associated with word-of-mouth marketing (see word-of-mouth marketing). Because recipients of the message are the ones who take action to pass on the message to friends, family, and/or colleagues, viral marketing tends to avoid problems associated with spam marketing, or junk e-mail marketing, which involves indiscriminately sending unsolicited and unwanted emails in mass quantities in the hope that at least some recipients will respond favorably to the e-mail messages.
KEYWORDS Social networks
IMPLICATIONS
Viral marketing has several possible benefits including relative ease of implementation, potential for broad reach, and low cost. To the extent that marketers using viral marketing target the proper audience with a salient message, the marketer’s message can potentially ‘explode’ with exponential growth to reach thousands of interested people.
Viral marketing has several possible benefits including relative ease of implementation, potential for broad reach, and low cost. To the extent that marketers using viral marketing target the proper audience with a salient message, the marketer’s message can potentially ‘explode’ with exponential growth to reach thousands of interested people.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Wilson, R. F. (2000) ‘The Six Principles of Viral Marketing,’ Web Marketing Today, 70(2), 16–20.
Wilson, R. F. (2000) ‘The Six Principles of Viral Marketing,’ Web Marketing Today, 70(2), 16–20.
Online Marketing
Helm, S. (2000). ‘Viral Marketing: Establishing Customer Relationships by “Wordof- mouse,” ’ Electronic Markets, 10(3), 158–161.
Helm, S. (2000). ‘Viral Marketing: Establishing Customer Relationships by “Wordof- mouse,” ’ Electronic Markets, 10(3), 158–161.
Consumer Behavior
Phelps, Joseph E., Lewis, Regina, Mobilio, Lynne, Perry, David, and Raman, Niranjan (2004). ‘Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass along Email,’ Journal of Advertising Research, 44, 333–348.
Phelps, Joseph E., Lewis, Regina, Mobilio, Lynne, Perry, David, and Raman, Niranjan (2004). ‘Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass along Email,’ Journal of Advertising Research, 44, 333–348.
BIBLIOGRAPHY
Goldenberg, J., Libai, B., and Muller, E. (2001). ‘Talk of the Network: A Complex Systems Look at the Underlying Process ofWord-of-Mouth,’ Marketing Letters (New York), 12(3), 211–224.
Goldenberg, J., Libai, B., and Muller, E. (2001). ‘Talk of the Network: A Complex Systems Look at the Underlying Process ofWord-of-Mouth,’ Marketing Letters (New York), 12(3), 211–224.
virtual marketing see online marketing
VMS see channel arrangement
voice mail marketing see direct marketing
volume effect see loyalty effect
voluntary sector marketing see non-profit marketing
VMS see channel arrangement
voice mail marketing see direct marketing
volume effect see loyalty effect
voluntary sector marketing see non-profit marketing