What is viral marketing
How does viral marketing work?
What are the forms of viral marketing?
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.
