How to dress your viral marketing

How to dress your viral marketing

Epsilon International Asia Pacific business and development Vice President Dong Ka man

Viral marketing is almost no one does not love--of course, if you are a virus spread in time to make fun of the protagonist. Here, we will carefully study on marketing the most efficient information media background and provide a few basic guidelines to avoid its once caused fatal self-defeating.

Network marketing in the age of "viral" have become a vital means of marketing. Just imagine, all customers and potential customers for you free publicity, what information means better than this method regardless of whether it is a "video, an image, or a promotional activity or a fun little game, as long as you make it" like viruses like "spread, you will have the opportunity to create marketing sector and a myth.

However, this kind of marketing approach to the name of the "virus" is not unfounded. Advertising agencies and marketing departments to plan and implement viral marketing strategy, success has at least ten or so failed, not only does not provide any significant benefit, will also have the opportunity to damage the image of the relevant brand and high public only increase a joke; and the spread of viral marketing once you start, you have no room for maneuver. Not only is no quick solutions for medicine, and even if found to have been traumatized by the brand image is not very helpful.

Here, let us discuss some of the relevant viral by one of the marketing of important issues and that his professional approach.

1. we should just let the virus effect to fend for themselves? Attempts to manipulate the viral sensation of companies is more likely to suffer?

Viral marketing is true can become the development of new customer the most cost effective means of source, but you manage products and incentives must be very careful: If consumers are to feel "or" affected by the offensive "manipulated", will be negative coping, or even a counteroffensive.

In addition, viral marketing for brand reputation as a leading role; whereas to achieve this effect, it must be creative, not funny and informative. However, if used properly, will cause consumers of strong resistance, recent Hong Kong Langting Hotel Marketing case is the best example (or most failures).

Customers are your most important marketing assets, if used properly, viral marketing can bring unexpected harvest, but viral marketing should not be considered alone, but rather as integral part of the marketing strategy.

2. viral marketing come from and what development? When early start caused the attention of professional marketers?

Viral marketing comes from people sought after Internet "cool" content through e-mail, send it to all my friends. This is to a large extent still did not change. Soon after, the Internet emerged a number of Web sites, collect such cool content for public viewing (such as www.b3ta.com is one long history of a website). Not surprisingly, the phenomenon of great marketing potential (and its ultra low-cost) soon attracted the attention of marketers (like Amway and Avon, etc.).

And now the only difference is the sharing of such cool content platforms and channels these days wider, encompassing the social Web, SMS and YouTube, and so on. Because of this marketing strategy by forwarding copy content to improve the visibility of the brand or product (good or bad for both), so called viral marketing.

"Forward" button while in the e-mail message appears to be insignificant, publicize and promote brand awareness. Epsilon's latest global consumer e-mail research has shown that the Asia-Pacific region more than half (51%) of respondents said they regularly or occasionally to buddy forwarded email marketing.

Similarly it is important to note that broadband infrastructure and technology to promote viral marketing and the rise of constant development, and its forms have become more abundant, from the beginning of the 1990s blockbuster simple text links, games, and screensavers, to today through social networking easy sharing of high-definition video and other audio-visual rich interactive content.

3. for viral marketing Web 2.0 brings what change? Facebook and YouTube, and other groups sharing application whether any important change? And its impact on this application have?