Post by tonima5 on Jan 18, 2024 9:43:37 GMT
Let's immediately distinguish between two concepts: viral advertising and viral marketing. It's not the same thing. Viral advertising is content that was spontaneously distributed en masse (liked, commented, reposted). Most of the time it wasn't planned, but it happened that way. Viral marketing is a pre-developed strategy for creating such advertising. Here they think through the goals and distribution channels, taking into account the target audience. Test and evaluate the results. This article will focus specifically on this strategy. The main feature of viral marketing on the Internet is that it catches. Like biological viruses, content spreads exponentially: one person told two, two told four, four told sixteen.
Pros and cons of viral marketing The excitement Email Marketing List around a video, picture or billboard gives the company many advantages: it's almost free . Pay only for content creation, people promote it themselves; no association with advertising . With a cool video, a funny picture - yes. But not with advertising; easy unobtrusive distribution channels . It’s not a soulless search engine that flashes a contextual ad, but a beloved friend who sent a funny picture in the messenger; instant increase in recognition . If yesterday no one knew about the brand, today its name appears in hundreds of entertainment groups. Viral marketing literally forms a wide reach of a loyal audience in just 2 days. Under one condition – the idea worked. Disadvantages of viral marketing: 50% success is pure luck. Even a strategy that has been verified according to exact patterns may not work, simply because the audience is “in the wrong mood” for a given period of time; One virus won't work. Despite all the features, you won’t be able to use it alone.
The excitement will subside in 2 weeks, so there is no need to forget about good old SEO and contextual advertising. And here’s another thing – the absence of an “OFF” button. You can't just turn off viral content; it doesn't have an expiration date. Is it good or bad? On one side of the scale – tangible savings. Unlike a TV commercial or contextual advertising, an “infected” video is valid now and forever, and there is no need to extend it. On the other hand, if something goes wrong, and instead of the expected positive reaction you get total negativity and an angry militia from the audience, you won’t be able to simply end it all. Sometimes, because of a poorly executed 30-second spot, leading companies spend years rebuilding their reputations.
Pros and cons of viral marketing The excitement Email Marketing List around a video, picture or billboard gives the company many advantages: it's almost free . Pay only for content creation, people promote it themselves; no association with advertising . With a cool video, a funny picture - yes. But not with advertising; easy unobtrusive distribution channels . It’s not a soulless search engine that flashes a contextual ad, but a beloved friend who sent a funny picture in the messenger; instant increase in recognition . If yesterday no one knew about the brand, today its name appears in hundreds of entertainment groups. Viral marketing literally forms a wide reach of a loyal audience in just 2 days. Under one condition – the idea worked. Disadvantages of viral marketing: 50% success is pure luck. Even a strategy that has been verified according to exact patterns may not work, simply because the audience is “in the wrong mood” for a given period of time; One virus won't work. Despite all the features, you won’t be able to use it alone.
The excitement will subside in 2 weeks, so there is no need to forget about good old SEO and contextual advertising. And here’s another thing – the absence of an “OFF” button. You can't just turn off viral content; it doesn't have an expiration date. Is it good or bad? On one side of the scale – tangible savings. Unlike a TV commercial or contextual advertising, an “infected” video is valid now and forever, and there is no need to extend it. On the other hand, if something goes wrong, and instead of the expected positive reaction you get total negativity and an angry militia from the audience, you won’t be able to simply end it all. Sometimes, because of a poorly executed 30-second spot, leading companies spend years rebuilding their reputations.