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What is the importance of viral marketing? A Quick overview

What is viral marketing

Viral marketing is spreading a message in the shortest possible time, like a virus. In viral marketing campaigns, people are used as a voluntary carrier for spreading a meme, for example, via social media, word of mouth, or mail. In viral marketing, the advertising message is not the main focus.

How does viral marketing work?

Word of mouth, buzz marketing, is a crucial tool for viral marketing. Positive emotions triggered in a consumer by an advertising spot, for example, are one of the decisive factors for the success of the spread of the advertising spot. The consumer is enthusiastic about a brand or a service and personally expresses his recommendation to friends. Seeding helps in the viral distribution of content via influencers or online media, achieving an optimal reach.

What are the forms of viral marketing?

Word of mouth, buzz marketing, is a crucial tool for viral marketing. Positive emotions are triggered in a consumer’s mind by an advertising spot. The consumer is enthusiastic about a brand or a service and personally expresses his recommendation to friends. Seeding helps in the viral distribution of content via influencers or online media, achieving an optimal reach.

Viral marketing exists in different forms, characterized according to the spreading and activity, and reaches for different methods to publish the information.

Passive viral marketing

In passive viral marketing, the information is spread only through the use of a product by the consumer. The product must have so much emotionality for the user that it can work by itself. 

Active viral marketing

Active viral marketing uses tools to get the consumer or prospect to carry the information to third parties actively. 

According to the scope of marketing activities

On the other hand, viral marketing can be differentiated according to the scope of marketing activities.

Advertising-oriented approach

In an advertising-oriented approach, the communication of corporate messages is the focus of viral marketing. The main task is to achieve a high reach for the advertising message. The goal of the spread is an increase in awareness or brand imprint. These approaches often have the problem that they are too commercial and therefore do not generate virality. Commercial content is in most cases identified as advertising and therefore not shared.

Holistic approach

The holistic approach to viral marketing does not focus entirely on the communication tools designed for this purpose. Here, the focus is placed on the target group’s interests, characteristics, and needs. The campaign’s content does not necessarily have anything to do with the product or brand but serves as a viral container.

A viral message or viral container promotes viral spread. A container should have viral properties. Viral properties include sex, humor, fear, etc. In other words, anything that moves emotionally. Addressing the target group early on in the upper funnel of the customer journey is usually the goal of such campaigns. The goal of the content here is usually fun and entertainment. 

What is meme marketing?

Memes as the engine of viral marketing

Memes are fundamental to the viral spread of messages via word-of-mouth.

A meme is a small unit of information that has such a contagious effect on other people that they absorb it and spread it like a pathogen. The memes use the social networks of the “infected” to spread in the form of ideas, inventions, ceremonies, customs, religions, technologies, fashions, or catchwords.

For which target group is viral marketing suitable?

The suitable target group for viral marketing is predominantly well-connected. They are very active on the Internet and rotate in chats, blogs, forums, and social networks (e.g., Facebook, Instagram, Twitter, or YouTube). For each industry, however, a target group analysis is very important because only in this way a target group can be optimally targeted to the marketing campaign. Influencers are a particularly interesting target group. 

What are the advantages of viral marketing?

Viral marketing is cost-effective. The marketing channels (social media, such as Facebook or YouTube) are available free of charge, and the message reaches numerous potential customers. The financial cost, measured against the potential success, can be small. What is important is that the contribution is bearable and the right positive emotions are triggered in the user. Good campaigns, advertising messages, or blog posts are called even after years and thus remain in circulation again and again.

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  • Digiproxy media is a next-generation Digital Marketing and web design agency in Las Vegas, and Boston that can focus on building a large-scale marketing investment that will get you quality results and higher ROIs.

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