How viral marketing enhances the ingredients of a promotional mix

Pages :

61 pages

Format :

.doc

Published date :

05/09/2009

$ 19.95 Add to cart

Summary :

 
 

Table of Contents How viral marketing enhances the ingredients of a promotional mix Table of Contents

 
  1. Introduction
  2. Word-of-mouth publicity vs digital media
  3. Difference between biological virus vs marketing virus
    1. History
    2. Types of viral campaigns
    3. Advantages of viral marketing
    4. Examples of good viral marketing
    5. Disadvantages of viral marketing
  4. Effective use of viral marketing
  5. Research methodology
  6. Strategies of viral marketing
  7. Tips for optimizing viral marketing campaigns
  8. Prerequisites for using viral marketing
  9. Data analysis and interpretation
  10. The future of viral marketing
  11. Conclusion

Abstract

Word-of-mouth publicity is a centuries-old marketing technique. Once customers had a good experience with a product, they would tell their friends, who would often buy and use that product and then tell other friends - dispersing information and recommendations about the product via a social network. Mary Kay Cosmetics and Amway, brands that relied on social networks to inform potential customers about their products, used this technique with great success to build highly recognizable brands. Technology makes the spread of product knowledge from one person to another faster and more efficient. Today, digital media like the Internet are the new word of mouth networks, which act as easy, additional resources for people to spread the word. "The Net amplifies the power and accelerates the speed of feedback from users to potential adopters." "People have always relied on word-of-mouth to spread the news about products and services. The Internet just speeds things along. Word-of-mouth techniques are vital to marketing on the Internet. Consumers say the primary source of credibility that makes them visit a Web site is word-of-mouth referrals, usually an e-mail from a friend. Tim Draper, one of the founding investors for the free e-mail product Hotmail, and a partner with the venture firm Draper Fisher Jurvetson (www.dfj.com), coined the term "viral marketing" in 1997 when he first noticed similarities between the rapid adoption of products via word of mouth and the spread of biological viruses. Draper noted the viral phenomenon after Hotmail went from 0 to 12 million subscribers in just eighteen months, largely because the product included a linked advertisement link for their service at the bottom of every email and offered a compelling service. viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. On the Web, the technique has been called "word-of-modem," "word-of-mouse," "networked-enhanced word of mouth," "grass-roots marketing," and "a highly infectious digital sneeze." A virally-marketed product is often said to have "buzz."

Latest in the category : Marketing

1
 
Marketing a product and determining the market strategy

Term papers  |  11/12/2009   |  en  |  .doc  |  2 pages

2
 
An overview of experiential marketing

Term papers  |  10/28/2009   |  en  |  .doc  |  6 pages

3
 
An overview of industrial marketing

Term papers  |  10/28/2009   |  en  |  .doc  |  4 pages

4
 
Steps and processes involved in advertising

Term papers  |  10/14/2009   |  en  |  .doc  |  18 pages

5
 
Strategic marketing for Constellation Wine

Term papers  |  09/29/2009   |  en  |  .doc  |  11 pages

Most downloaded in the last 30 days : Marketing

1
 
Giorgio Armani

Case study  |  09/28/2006   |  en  |  .ppt  |  36 pages

2
 
Rohm and Haas: Kathon MWX

Term papers  |  05/11/2009   |  en  |  .doc  |  5 pages

3
 
Mary Kay cosmetics: Asian market entry

Term papers  |  05/12/2009   |  en  |  .doc  |  10 pages

4
 
The relevance of Below: The Line activities to current marketing communication practices

Term papers  |  04/02/2009   |  en  |  .doc  |  11 pages

5
 
Marketing strategies of IBM Global Service India

Theses  |  04/16/2009   |  en  |  .doc  |  54 pages

From the same author : Marketing

1
 
Experimental marketing: Building customer associations

Theses  |  05/09/2009   |  en  |  .doc  |  60 pages

2
 
Human Resources: New vistas & challenges

Theses  |  05/09/2009   |  en  |  .doc  |  54 pages

3
 
Risk management in the asset management industry (risk measurement techniques): An evaluation of 'value at risk' tools

Research papers  |  05/09/2009   |  en  |  .doc  |  112 pages

4
 
Market strategy in the service industry of India

Term papers  |  05/09/2009   |  en  |  .doc  |  19 pages

5
 
Marketing and branding strategies of consumer durable companies in India

Theses  |  05/09/2009   |  en  |  .doc  |  37 pages

Change Currency

Content partner :

pencil image Acepublisher.com is a pioneer in validating and publishing top quality content.
Level :Expert

From the same author :

The French energy market

Term papers  |  09/30/2009  |  us  |  .doc  |  8 pages

Delocalization: Advantages, inconveniences and consequences

Term papers  |  09/29/2009  |  us  |  .doc  |  10 pages

Strategic management in an organization

Term papers  |  09/29/2009  |  us  |  .doc  |  14 pages