viral marketing strategies adopted by today's mnc's

7/28/2019 Viral Marketing Strategies Adopted by Today's MNC's

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Submitted To Submit By

Dr. Anubhav sir Manoj Kumar

(Assistant Professor) Enrollment no.

09124501711


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The name Viral Marketing was probably first used by venture capitalist Steve

Jurvetson in 1997 while describing Hotmail's (he was the venture capitalist behind Hotmail, before it was sold to MSN) email practice of attaching their ownadvertisements with outgoing mail from their users.

World famous examples of Viral Marketing Hotmail promotion campaignGmail promotion campaign

Microsoft s Origami Project campaign Tupperware popularization

Popularization of text massaging

Popularization of chat

BMW s Mini Cooper campaign

Ford Motor s Evil Twin campaign


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Gives away products or services Provides for effortless transfer to others Scales easily from small to very large

Exploits common motivations and behaviors Utilizes existing communication networks Takes advantage of others' resources

7 Different Types Of Viral Marketing

E-mail:Newsletters:Blogging:

Chat Rooms:Tell-a-friend Script:Video Clips:Flash Games:


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Messenger:Message:

Environment:Methods

Viral marketing often involves and utilizes:

Customer participation & polling services

Industry-specific organization contributionsInternet search engines & blogs

Mobile smartphone integration

Multiple forms of print and direct marketing

Outbound/inbound call center services

Target marketing web services

Search engine optimization (SEO) web development

Social media interconnectivity

Television & radio


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Email.

Instant Messaging.

Web sites.

Word of mouth. Other barriers

Advantages of Viral Marketing Strategies1. It caters to larger audience through world wide web and emails. Viral marketing practices which use internet as the

communication media can be accessed by large amount of people worldwide and it can be seen as an advantage over

traditional advertising media such as tv and radio advertisements.

2. It uses existing communication among friends and other associations to spread the message. As an example if a product

message is spread in Twitter using retweets it uses the existing followers of the retwitter to spread the message.

3. It is considered to be a cost effective advertising method when compared to traditional advertising modes. Posting a blog post

or sending an email potential customer does not cost as much cost of advertising in Television.

4. It works as a faster mode of reaching the customer.

5. Helps to build the reputation of the firm fast through increased sales and online promotions.

6. It caters to the exact target market of the product as filtering is possible when using online means. As an example, if a companywishes to introduce a product for teenagers living in New York ans wishes to advertise on Facebook, it is possible for the firm

to access basic information of the user and filter the target market.

7. Tools used in viral marketing can be set up with less effort. Composing an email message or a blog post does not require much

of effort when compared to making a TV commercial or bill board campaign.Customizing the message based on user preference and local interest is also possible in viral marketing through data miningtechniques.


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1. Issue of SPAMS- Viral marketing uses means such as emails and commenting on blogs and forums. When

the viral marketing in done in a large scale it becomes annoying for the email receiver to receive large

amount of emails in their inbox and they are made filtered as spam messages.

2. Viral marketing talks about only spreading the message to potential consumers through online means but

spreading the message is not does not benefit the firm. Sale has occurred at the end for the firm to benefit

but the amount of actual sales made apart from promotions is questionable under viral marketing.

3. Results directly attributable to viral marketing is unquantifiable as companies use other marketing

techniques and purchase motivation of the consumer depends on the consumer black box, not based on viral

marketing.

4. It very hard to make the people to spread the message by emails and other means as people are more

concentrated about their personal work rather than doing marketing for business organizations.

5. Continuous effort in viral marketing can cause the product message reaching out of target audience which

will result in brand dilution by sales occurring at non-targeted users.

6. Viral marketing focuses more on short term success rather than building differentiation to gain long term

advantages.

7. It can be easily imitated by competitors as anyone on internet can launch marketing campaigns easily. Negative publicity is possible at the same speed of positive publicity or even higher speed than that.


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Advertising Procedure which Offers Long-term Positive Results Enhance Company s Turnover through Organized Business Websites Viral advertising consulting Planning and design of viral campaigns Development and management of viral contents E-mail promotion Blog marketing Promotion through forums Submission of press releases Promotion of articles Viral email campaigns Analytics tracking and reporting

Example of Viral MarketingHotmailSubservient Chicken

Will it blend One Red Paperclip Million Dollar Homepage

Simpson size Yourself Mentos/Diet CokeDove Evolution VideoTea PartayYouTube Embedable VideosLonelygirl15

Bob Dylan Facebook App


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1. Viral Marketing is very vaguely defined. What is the definition of your concept?

2. Some marketing gurus are saying Viral Marketing is nothing but just stimulating word-of-mouth

in social networks. What do you think about this assumption?

3. A lot of people argue that Web 2.0. Has changed the perception of online marketing techniques.

What do you think about this?

4. In your opinion what is/are the most relevant component/s of Viral Marketing?

5. Do you think it is possible to plan word-of mouth?

6. Can the effect of a viral campaign be measured?

7. Do you use the term: Viral Marketing?

A. If not, why?

B. If yes, in which context?


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viral marketing describes strategies that encourage people to pass a marketing messageto others in order to create an exponential growth in the message given by the advertiser.This process is based on the basic principle of word-of-mouth, transposed to the web.

Word of mouth allows some Companies to become very powerful thanks to theconsumers and their supporting acts on the web.The strategy marketing through Viral Marketing uses various tools on internet platformin order to generate word of mouth for a product or a service. The benefits of a viralcampaign are huge for the Company in term of brand awareness, brand image and for economics and Medias fallout. The strength of this new communication lies in the factthat consumers spread the word fast and the message goes viral like a virus.

Bloggers, for examples are opinion leaders and have credibility toward consumers. They

have an economic impact on a product or a service because they have credibility for the

purchase process of the consumer. The strength of viral campaign lies, in the other hand,

in the fact that everything goes instantly by one click. The effort is really reduce at the

minimum and sharing information is easier and faster than ever.

However, a viral communication can destroy a Company or a man reputation. We cantake for example the case Dominique Strauss -Kahn that became the more relevant

new bad buzz for a politician or the fight between Nestl and green peace that was ahuge bad buzz fur the Nestl Company.


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Viral marketing has much strength as describe before, and some Companies faced bad buzzes due

to a lack of social media management.

The example of Nestl is impressive. Indeed they faced with the anger of Greenpeace members onFacebook due to the use of palm oil in their chocolate bare Kitkat. The problem could easily been

solved with the help of community manager that talk to consumers and reassure them when it is

necessary. That was a big mistake from Nestl. They were overwhelm by the attacks and could not

face it, so they closed and cancelled their fan page.

The recommendation in this case is to not panic. Take every complaint and take the time

to answer for everyone. The consumer is too important for not taking in account his

opinion.

On the other hand, there is a certain disinterest for viral communication from the webusers. The wow effect is powerless than the beginning five years ago. People are fedup to see another flash mob or another freeze on websites. Moreover, people begin to

parody this kind of communication.


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Text book

1. Bednar, J. (2010) Tweet Success, Business West ,

2. Belaar, N. (2008) Viral Friday: Wassup 2008 .

3. Beuker, J. (2008) Heineken launches viral star final Campaign 2008 .

4. Doran, R. (2010) Advertising success loosens traditional ties ,

Web sites

1. www.viralmarketing.com2. www.amagon.com

3. www.marketingexperiment.com

4. www.allbusiness.com

5. www.viralmarketingblackbook.com

6. www.viralplanet.com

viral marketing strategies adopted by today's mnc's

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