Viral marketing can be as powerful as the internet buzz suggests, but the relationship between effort and reward is not always proportional.
So what’s it & what is the buzz about it ?
Viral marketing refers to a technique in marketing a product or a service where users help in spreading the advertiser’s message to other websites or the users create a scenario which can lead to multi-fold growth.
e.g: A Viral Marketing of Job Portal in India has lead to 19.5X growth in next quarter.. which lead to an explosion in business growth.
A much more bigger example is the “ALS Ice Bucket Challenge” more than 650,000 people posted videos of their ALS challenge world wide.
So many viral ad campaigns have capitalised on the massive popularity of viral videos. So what happens is that People pass the links around to each other, and the video acquires a much larger audience than its makers expected it to garner. It needs to have a special quality that lends it to multiple viewings.
Advertisers have been smart to embrace viral videos. Attaching a brand name to a video is a great way for a company to expose itself to people who might not otherwise be interested in that brand. – this is what many companies like Cadbury, Coca-Cola, P&G & other media houses have done in the past.
So what poses as a challenge : The problem with trying to use a viral video to advertise a product is that you cannot always anticipate what will become a hit. A video goes viral because there is something new or exciting about it that resonates with people – so 8 / 10 times , its hard predict the outcome.
Currently, There is no market research that would be able to dictate exactly what people want to see in a video. The whole point is that people want to see something that they have not seen before.
The best viral marketing campaign examples – most part of it is due to luck. Many of these brands released multiple videos, most of which failed to become sensations.
So technically – Viral marketing is the rapid sharing of an idea, a portion of this idea contains a marketing message about buying a product or service.. which all the majors brands capitalise .
So here are 4 things, The market research says about making your content a viral.
- Think outside of traditional marketing – Looking for a new approach.
- Take your marketing into the real world – Connecting it to reality.
- Reward your customers – Increasing the Loyalty Base
- Team up with unlikely partners – Taking the road less travelled
So one of the key aspect to marketing is “being real”, Do remember Consumers cannot be fooled. The biggest mistake a company can make is to fake authenticity. Don’t even try.
So in a nutshell –
Viral content usually has a well-designed viral strategy behind it, it is, in part, also due to luck, but creativity and preparation are also extremely important… So being Unique, Being True is the key…
Stay tuned for more.
– Techuva Design and Artistic team.