Word of mouth is a one of the most powerful tools in the art of mass communication-it can pose harmful and useful at the same time. This form of message relay has been in existence for centuries and marketing gurus have scrapped its importance in the dissemination of promotional marketing campaigns. In the business world, marketing strategy based on mouth-of-mouth is commonly referred to as Viral Marketing and it has a lot to do with internet marketing and subsequently, social networkers. The name ‘Viral Marketing’ is derived due to its resemblance to biological virus in the sense that the message requires a ‘host’ to spread over other potential carriers.
It is a very cost-effective online marketing technique that has far-reaching effects among target traffics. It is also known by different names such as Gossip, Buzz or Guerilla marketing because it aims at getting people to talk about something by stirring an atmosphere of controversy, interests, excitement and curiosity among the social network users. Viral marketing came into light through an email marketing campaign launched by Hotmail.com in which each of its outgoing mail carried advertisement about the company and the official website link. Since then online marketers have exquisitely crossed the line to tab the best use of this marketing strategy. Unlike traditional campaigns, viral marketing strategy heavily banks upon individuals to pass on the message to others.
It can be the ‘wishing well’ for online marketers if the methods of viral marketing are put in the right use. The self repetitive nature of the messages intended for viral marketing generally save the marketing budgets of companies who would otherwise have to shell out huge investments for advertisement or marketing promos on ordinary media platforms. So, it cost less and works more!
If you are asking why viral marketing, then read on, perhaps this article may help you clear some doubts hovering your mind. The most unique feature of viral marketing is that it is capable of utilizing the existing resources and incurring involuntary participation of consumers in the dissemination of the target message on behalf of the marketing company. Now, isn’t that a blessing in disguise for online marketers? Like always, there are certain conditions that must be fulfilled before hoping for productive outcomes. You may need to have an impeccable marketing or ad campaigns packed with attractiveness, uniqueness, relevance, information, education and entertainments. Circulation of the email message from a friend using the service to another has a greater chance of being accepted, purchased or believed by the recipient because the message has permeated the first mind-barrier of the recipient. The best of all is that the message relayed is exponentially faster and more convenient in comparison to a third party ad campaigns.
Viral marketing is an interesting and a viable online marketing strategy that is time tested and result-oriented. Although, this marketing technique has come under the scanner and criticism of consumers, legal advocates and marketing experts as a source of unsolicited mails, meticulous and radical application of ideas in the target message-relay is the mantra of making viral marketing work for you.
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