Viral marketing
has matured a bit over the years. There seems to have been a shift to the web
not just being seen by agencies and brands as another tick box for any ad
campaign, which is significant enough, but now being the medium where a
campaign is launched to create a buzz before it hits TV and print. Even before
a movie is released this used to be seen as the pre-launch buzz-generation
activity. Big business “gets it”.
Buzz works! It
can work for small and start-up businesses, as well. The planning stage of a
viral campaign will set out objectives and develop the viral theme for a buzz.
There are three core components to any viral campaign and businesses of any
size can use them. They are:
1. The creative material: The viral
agent that embodies the message you want to spread in a digital format (image,
video, text, etc). The trick is to put together material that people will be
eager to share with their family and friends.
As we know, people are much more eager to share “advertainment” and
advertisement.
2. Seeding: Distributing and
placing the agent online in places that provide the greatest potential spread.
Direct viral material downloads or links on specialist viral third-party web
sites in order to create awareness and spread before users get to the campaign
destination site.
3. Tracking: Measuring the spread
of the campaign to provide accountability and prove success. It is absolutely
vital that you know what is
or is not working. The only
way to get that information is to track the results of your seeding.
Lessons have been
learned, trends have been developed and there is definitely some science
involved in creating a buzz successfully. The buzz technique is here to stay
and, if used strategically, it can make a difference to the success of your
e-business.
Do you have a new
product coming out? Have you written
that provocative new E-book? Whatever
the case in your situation, getting the “buzz” out by using viral media may be
the way to go for you.
QUOTE TO REMEMBER
THOUGHTFUL GEM
"The only thing spreading faster than a wild fire
is a viral message - - - make yours a good one!"
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