View
213
Download
0
Category
Preview:
Citation preview
8/8/2019 Contemporary Issues_Viral Marketing
1/24
Viral MarketingViral Marketing
Marketing in the Digital AgeMarketing in the Digital Age
Submitted By: Group 10
8/8/2019 Contemporary Issues_Viral Marketing
2/24
Agenda
Viral Marketing Overview
Key Success Factors
Examples
Case Study
Contemporary Issues
Recommendations
8/8/2019 Contemporary Issues_Viral Marketing
3/24
What is Viral?
Exponential Growth by Spreading the Word
Message | Carrier | Target | Environment
Active vs. Passive Transmission
Cost: None / Indirect / Direct
Cause EffectBiology Virus Disease
Marketing Value Proposition Sales
8/8/2019 Contemporary Issues_Viral Marketing
4/24
Forces Shaping the Internet Age
8/8/2019 Contemporary Issues_Viral Marketing
5/24
Types of Viral Marketing
Pass-along
Buzz Marketing
Incentive viral Marketing
Undercover Marketing
User-managed database
8/8/2019 Contemporary Issues_Viral Marketing
6/24
Types of Viral Marketing
(contd)Pass-Along
A short note that will be sent on to other internet
users and it is usually attached to the footer of theelectronic message.
Example Hotmail
Get your free, Private email at www.hotmail.com
The message for free email is beingspread out by all their email users
8/8/2019 Contemporary Issues_Viral Marketing
7/24
Types of Viral Marketing
(contd)Buzz Marketing Involves Celebrities discussing about product and experiences
Example Oprah Winfrey
It is created to make noise and buzz
8/8/2019 Contemporary Issues_Viral Marketing
8/24
Types of Viral Marketing
(contd)Incentive Viral Marketing It calls the users to take action in order to be rewarded
Example Forever Living Barclay (Multi Level Business)
Gives people an incentive for passing along viralmessage or viral object
8/8/2019 Contemporary Issues_Viral Marketing
9/24
Types of Viral Marketing
(contd)Undercover Marketing It occurs when people do not know they are being marketed to
It appears trendy or curious, and do not seem to ask an individualto forward them, creating the impression that there is notsomething special promoted taking place
Example Canon, Inc (The Japanese Tourism Campaign)
It camouflages as piece of news, without obviousincitements to link or pass along
8/8/2019 Contemporary Issues_Viral Marketing
10/24
Types of Viral Marketing
(contd)User Managed Database
Refers to different database of prospects that clients generate
themselves with the help of online service providers
Example Friendster.com
users create a viral, self-propagating chain of contactsthat naturally grows and encourages others to sign up
as well.
8/8/2019 Contemporary Issues_Viral Marketing
11/24
Platforms
Advertising (Print, Magazines, AdWords)
Public relations (PR Agencies, News Channels)
Sales Promotion Personal and Digital (e.g Gotomymeeting andInternet Banner Ads)
Direct Marketing B2C and C2C (e.g eBay, Amazon)
Social Networking Word of Mouth, Blogs, Forums,
Networking Sites (e.g Twitter, Facebook)
m Networking Networking throughMobile/Smartphone
8/8/2019 Contemporary Issues_Viral Marketing
12/24
Carriers
Satisfied customer
Wanna-be customer
Maven
Journalist (reviewer)
Bootlegger
Ive got this!
Im Gonna get this,
You should get this!
Ive tried this and
I stole this!
8/8/2019 Contemporary Issues_Viral Marketing
13/24
Key Success Factors
Creativity Authenticity
Resonance
Brands using applications to engage their audience
Direct selling is recommended by Kotler as one of the strategies
for place (say, thru e-commerce)
8/8/2019 Contemporary Issues_Viral Marketing
14/24
Why It Works
Convenience of the Internet Affordable distribution
Instant gratification
Increased level of interactivity
Opportunity for tracking and control
Direct or implied incentive for distributing
Marketers find well-defined demographics and shared interestsuseful when marketing
Web communities allow members with special interests toexchange views: Social communities
Work-related communities
8/8/2019 Contemporary Issues_Viral Marketing
15/24
Examples
Goodwow.exe
Blair Witch Project
bmwfilms.com
Wassup?
Not So Good
Dancing Baby
800.com 3 for 1 campaignIntel chip error
TV Spots
8/8/2019 Contemporary Issues_Viral Marketing
16/24
Case Study: Trunk Monkey
Objective Build brand awareness for Suburban Autogroup
Strategy Create a campaign that illustrated innovative service and
differentiated from competition
Implementation Client encouraged pushing initial concept farther
Results
Instant buzz and increased sales 31 dealers in the US and UK have syndicated the spot
Next StepsNew creative rolling out is posted on Web Bumper stickers and other merchandise
8/8/2019 Contemporary Issues_Viral Marketing
17/24
Case Study: BMWfilms.com
The ISSUE
BMWs market research revealed that the brand was not appealingto younger luxury car buyers. Also, competition was increasing.
The TARGET
25-44 year-old buyers new to the luxury-car market Capture qualified buyers and ultimately increase sales
Doesnt watch a lot of TV; tends to resent marketing
Techno Savvy
8/8/2019 Contemporary Issues_Viral Marketing
18/24
Case Study: BMWfilms.com
The SOLUTION BMWfilms.com launched five short Internet films in April 2001,
featuring edgy stars, action-oriented plots, and famous directors.
Web Promotion: Three months prior to the premiere, Internet-movie rumor sites, chat rooms, and fan sites were seeded withinformation, core of viral marketing campaign.
Off-line PR Strategy: pitched the films as reviewable movies toTime, Entertainment Weekly, NY Times, and generated reviews in
the film section. OffOff--line Ad Strategyline Ad Strategy:: 15-second teasers resembling movie
trailers on A&E, Bravo, & Independent Film Channel with tag, Nowplaying at BMWfilms.com
8/8/2019 Contemporary Issues_Viral Marketing
19/24
Case Study: BMWfilms.com
The RESULT
Over 11 million users visited BMWfilms web site as of March 2002
85% perception increase among film viewers vs. nonviewers
Planned dealer visits for target market film viewers rose 550%
12.5% sales increase in 2001 despite no major product launches; 3-series increase of 37% in 4 months that films ran.
8/8/2019 Contemporary Issues_Viral Marketing
20/24
Disadvantages of Viral Marketing
Brand DilutionViral marketing depends upon people not versed in brand to do the"selling". Its important to craft a message that is strong enough to
endure misinterpretations or make your communication brandless.
Association with unknown groups
Viral Marketing spread exponentially from one to many users. In
this process, Original message could wind up in the hands of someonecompany would rather not be associated with. The only way topartially counter this is to ahead of time define and limit whatinformation you make available for your viral marketing.
8/8/2019 Contemporary Issues_Viral Marketing
21/24
Disadvantages of Viral Marketing(contd)
Avoid making purely financial-based offer
The best viral campaigns work on the principle of valued. If company try touse money as an incentive there are chances that:
Offer will be spammed across the web resulting accountability issues
Offer can be perceived as Too Good to be True
Spamming
Viral Marketing can lead to large scale spam. Consider a company thatpays individuals to email their friends for its products. In this case,the individual who receives the email had only given the friendpermission to send email of a personal nature.
The one friend's receiving an unsolicited commercial email canweaken his or her relationship with sender and ISP can mark that
communication as spam.
8/8/2019 Contemporary Issues_Viral Marketing
22/24
Other Contemporary Issues
Compatibility with brand Mapping to marketing objective
Relevance to target audience
Realistic timeline and budget
Sustainability of campaign
Online privacy and security concerns
The digital divide
Limited exposure, and skewed demographics
Navigating the web is often problematic
Tech Savvy exclusive. Large Demographical Differences
8/8/2019 Contemporary Issues_Viral Marketing
23/24
Recommendations
Assess relevance to brand, objective and audience Start or finish on the Web
Develop a resolution or measurable call to action
Consider proactive action plan if idea goes viral
Integrate with traditional/ongoing marketing efforts
Create value driven news using your best customers
Involve them in the process of making and delivering
your products or services WIIFM Principle: "what's in it for me? - Offer an
incentive to someone to tell others about you.
8/8/2019 Contemporary Issues_Viral Marketing
24/24
Thank You
Recommended