Viral marketing advantages and disadvantages pdf best digital. So, which companies have used viral marketing to spread their brand to the masses. May 19, 20 the most noted advantages of viral marketing include cost advantages, its noninterruptive manner, high level of scope, potential of reaching large numbers of customers, effective customer targeting, and high and rapid response rate. In this article, you will understand the various advantages.
Finding a relevant campaign that is a perfect balance between the commercial message and brand image is a tough job to create. The term viral marketing formed by venture capitalist steve jurvetson in 1997 to explain the exclusive referralmarketing program produced by hotmail, one of the primary free email services. However, viral marketing by nature is often more risky or controversial than traditional marketing. May 05, 2018 viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the messages exposure and influence. Here are some of the key points to consider before pursuing this type of opportunity. Viral marketing can be thought of as a diffusion of information about the product and its adoption over the network. Specific advantages and disadvantages of marketing. I believe some of their target audience or brand loyalists are not in the facebook networks yet, they definitely miss out.
There are many examples when this method worked against the company itself and negative rumors spread with great speed, although it was supposed that it. Forms of traditional marketing include placing advertisements in newspapers and magazines. Advantages and disadvantages of viral marketing internet. Viral marketing is a great way to promote, but like any other, it requires careful planning, longterm friendly relations with customers and an understanding of the essence of the problem. However, until now, arts marketing has seen hardly any research on this topic. Advantages and disadvantages of viral marketing never fail to remember that you should develop the address for your website. Radio commercials, telephone sales, direct mail and doortodoor sales also fit into this category. Jun 25, 2019 viral marketing, unlike word of mouth marketing, has a compounding effect.
Viral marketing is a method of creating buzzwords or marketing pieces that are memorable and. The media phenomenon couldnt have been better timed either as vans was about a month away from its 50th anniversary. The pros and cons of viral marketing show that it can be a positive, lowcost solution when it is done right. Viral marketing spreads your message to the people and helps you gain control over masses. And thanks to the evolution of technology such as the internet, the shifts of advertisement changed.
Viral marketing is done by sharing pictures, videos, text messages or links to websites or software applications or marketing presentations or even books using social media or by email or even through a website by including the owner of the website of the video or the image of the company on its website. The main disadvantage of viral marketing on this case is that ikea limited their marketing communications within the social networks of facebook only. So relatives and friends are simply accessible over the net. Like anything, there are pros and cons to viral marketing.
The main reasons for the wide popularity of viral marketing a. As you deal with viral marketing to promote the company there are many things that you need to be aware of. Several outsourcing companies around the world are providing viral marketing services. The six simple principles of viral marketing practical. Viral marketing, for sure, has many advantages such as getting tremendous exposure, visibility, better traffic and increased sales revenue. By doing this we will try to understand the different.
The advantages of viral marketing service are high credibility, low costs, great reach, and more. The article on advantages and disadvantages of viral marketing was rather brief and informative. Pdf the impact of viral marketing through instagram. Viral strategy is best described as a wide network online that allows you the opportunity to communicate with your friends, family, work colleagues and even the millions whom you have never known. Understanding how one can use viral marketing to produce a successful marketing campaign is the main goal of this article and to explore how the model functions when applied to viral marketing campaigns. During the blair witch campaign, the filmmakers and main marketing agents for the movie were accomplished film students. The two faces of viral marketing advantages and disadvantages. As a business owner, marketing can play an important role in a companys success yet there are advantages and disadvantages of implementing a marketing strategy. A primary disadvantage of viral marketing global essay. Patil university, navi mumbai, department of business management in partial fulfillment of the requirements for the award of the degree of. The author is very interested in the effects of viral marketing, as it is a trend for future business. Advantages and disadvantages of viral marketing getting involved with multilevel marketing website is something that many people are interested in, but due to the lack of good information out there, there are far too many people who are too timid to take the plunge. Devising concepts commensurate with your goals you should then create an apt idea in tandem with the goal. At times you will see some great things happen, at other times you may not be able to benefit in the right way from viral marketing.
Likes and shares aside, viral marketing can benefit your brand in a number of ways. Viral marketing also viral advertising or viral campaign is a marketing strategy that engage online community to promote content on different social media networks. Advertisements and campaigns dont go viral just because they are wellproduced people spread them, from word of mouth to social media shares, because their emotions were engaged. Viral marketing is one of the costfree methods for promoting a business transaction. As a suggestion it would be great to have examples of implementation of viral marketing. Advantages and disadvantages of a marketing strategy. The concept behind the viral marketing is to use persons who can sway other people to make peertopeer product recommendations. Tim drapner the graduate of that school and jeffrey rayport its lecturer 10. The idea is for it to be the users themselves that choose to share the content. Jul 30, 2012 like any other strategy, there are both advantages and disadvantages to viral marketing.
This research paper is mainly focused on how viral marketing affects the global market nowadays. Nov 21, 2018 as a business owner, marketing can play an important role in a companys success yet there are advantages and disadvantages of implementing a marketing strategy. Not all viral marketing campaigns are controversial, but they tend to be out of left field. Viral marketing helps reach very large audiences in a very short time. In this article seth godin shares his definition of viral marketing, with particular emphasis of differentiating viral from marketing.
Advantages and disadvantages of a marketing strategy bizfluent. What are the disadvantages of viral marketing answers. Viral marketing refers to a technique in marketing a product or a service where users help in spreading the advertisers message to other websites or the users create a scenario which can lead to multifold growth. Viral marketing also costs very little to keep spreading, but you may also have your message reach people who have no interest in what you offer and may create negative feedback for you because of that. The numerous disadvantages of viral marketing are as follows1. A conceptual framework for viral marketing introduction bampo et al.
Discuss the advantages and disadvantages of using a viral. However, researchers have yet to examine the fundamentals of the viral marketing. One form of viral marketing is a recommend to friends or others link on a web page that allows. It refocused its marketing and set up its website to send all visitors directly to the white shoes seen in the viral clip. Much like a virus, viral marketing gets its name from its ability to make certain posts and ads spread uncontrollably fast. The essence of the viral marketing campaign in the spreading of the idea, which helps sell a certain offer. Viral marketing uses the network effect of the internet so that the marketing messages can be reached mass audience rapidly and effectively. What is viral marketing definition, techniques, examples. While it may bring you some much needed clarity and focus, it can also identify your weaknesses and be timeintensive and expensive. It works incredibly well for marketers in terms of improving the growth and success of their online businesses. Meaning, types, examples, techniques, and advantages october 18, 2019 by hitesh bhasin tagged with.
Viral marketing is use the internet to spread a message or create excitement in s short span of time. Viral marketing is considered to have the following disadvantages compared to other media. Aug 05, 2014 advantages and disadvantages of viral marketing never fail to remember that you should develop the address for your website. The social network is the selected hub for spreading this type of content for its ease. Aug 15, 2010 the article on advantages and disadvantages of viral marketing was rather brief and informative. Patil university, navi mumbai, department of business management in partial fulfillment. Notable examples include kylie jenners infamous 2017 pepsi ad and mcdonalds 2018 rick and morty promotion which resulted in riots. The advantages of viral marketing service are high credibility, low costs, great reach, high efficiency and the opportunity to continuous promotion adjustments. It contains links and sublinks, and it helps to maintain an intricate yet very strong association within the various members in this web. Viral marketing is that which is able to generate interest and the potential sale of a brand or product through messages that spread like a virus.
May 24, 20 the evolution of viral marketing as a separate discipline in the field of marketing has been discussed by thorne 2008. Internet marketing viral marketing is defined as a strategy that is used by organizations to promote a product via existing social networks. Viral campaigns have to be original, relevant and balance the companys brand and commercial messages with being funny, gross and sexy. It is an effective online form since wordofmouth communication is also known as buzz marketing.
This research was accomplished to study the impact of viral marketing through. Viral marketing utilizes the power of social media and the number of users with it. In the following essay i will be discussing the idea that virtual marketing is a waste of money, arguing my point considering its place and value within the digital marketing mix. Viral marketing is a doubleedged sword, if this marketing is about good product or service than it can take the company to new heights but if its negative then it can create a big dent on companys sales as well as the brand image of the company. Many viral ad campaigns have capitalized on the massive popularity of viral videos. Viral marketing is a marketing campaign that is able to create interest and increase the sale of a product or brand through content that spreads like a virus could be a video, an ad, a blog, an email, or a whatsapp message from one person to another. Viral marketing definition, importance, advantages.
Advantages of viral marketing research methodology. Disadvantages of viral marketing negativity can be disastrous. People pass the links around to each other, and the video acquires a much larger audience than its makers expected it to garner. Athe process of viral marketing includes interactions through blogs, social media focus groups, character interactions, strategic informational drops. With the aim of promoting their business worldwide, nearly everybody is looking forward for viral marketing as it is one of the widely available and unbeaten marketing strategies. It is more risky and controversial as comparative to traditional marketing.
Primarily in social sciences there is a long history of the research on the in. Advantages and disadvantages of viral marketing miles media. Viral marketing is methods of advertising that help the material to be quickly spread from user to user. The magic of this technique is that viral contents are shared simply because people like the content itself. Viral marketing is the new business buzz phrase for replicated promotion of products and services. So the obvious disadvantage of marketing here is the fact that your marketing campaign will need to be ongoing and consistent. The spread of an effective viral marketing campaign is akin to an epidemic outbreak of a virus, limited only by the potency and relevance of the marketing message. The most important thing about a viral campaign is that it has to be an original piece. Viral marketing brooklyn pizzeria nails viral marketing with its safe, edible take on the tide pod challenge vinnies pizzeria jumped quickly on the disturbing trend and came out with pied pods. The main disadvantages of the viral marketing are that you have to work in association with an unknown group, chances of getting an unsolicited email threats and the dilution of the brand and much more.
But as with everything, there are cons to go with the pros. Pdf in this modern day, viral marketing is one of the trends for marketers to promote their product worldwide. Issue of spams viral marketing uses means such as emails and commenting on blogs and forums. Jan, 2017 viral marketing also costs very little to keep spreading, but you may also have your message reach people who have no interest in what you offer and may create negative feedback for you because of that. Viral marketing comes with its pros and cons, small. Advantages and disadvantages of viral marketing internet marketing. The top 10 viral marketing examples key lessons included. The driving force behind most viral campaigns is the passion a consumer carries. It will always be a hitormiss proposition, but with meaningful metrics put into place before beginning the campaign, youll be able to know if this is an investment that makes sense for your brand. And with that, we uncover the big potential downside of viral marketing. I am new to this sort of marketing,so an example would broaden my knowledge about viral marketing. Viral marketing is an idea that spreads and that while it is spreading actually helps market your business or cause.
Challenges and opportunities in viral marketing muthumari. They offered free email to the masses, and simply attached a signature at the bottom of each email message that promoted their. Advantages and disadvantages of viral marketing you need to. Advantages and disadvantages of viral marketing you need. When the viral marketing in done in a large scale it becomes annoying for the email receiver to receive large amount of emails in their inbox and they are made filtered as spam messages. What are the disadvantages of viral marketing strategy. The track concerning the first use of viral marketing term directs to the two people connected with the harvard business school. Lower advertising costs your campaign will need an initial injection of cash just to get started, in regards to production and some minor paid promotion. A consumer tells five to ten people, and then those five to ten people tell another five to ten people. The disadvantages of traditional marketing bizfluent. Viral in literal sense means anything which spreads fast across users. Viral marketing is a waste of money discuss considering the place of viral marketing within the digital marketing mix.
The internet wordofmouth a study on consumer perception and consumer response master thesis in business administration by low jiun wee xavier and goh yun shuang summer supervisor professor klaus solberg soilen thesis for the master. Viral campaigns have to be original, relevant and balance the companys brand and commercial messages with. The dynamics of viral marketing jure leskovec carnegie mellon university lada a. In fact, a research conducted found that viral online content shared three core elements that are the ability to. The term viral marketing was coined by tim draper, a harvard business school graduate, and used extensively to describe the emails that aided advertising of products. These materials, which attract attention or cause discussion, cause people to share it with friends. It has been stated that while a word of mouth marketing has been practiced for as long as several thousands years thorne, 2008, viral marketing is a new concept enabled by internet.
Huberman hp labs we present an analysis of a persontoperson recommendation network, consisting of 4 million peo. What is viral marketing and does it actually work in 2020. Although these marketing methods have been successful in the past, they all have disadvantages, especially with the rapid increase in internet usage. A viral video is a bit of online media that becomes a sensation and all of these viral marketing examples are proof of it. The main reasons for the wide popularity of viral marketing are. Viral marketing allows you to reach out to potential customers that may not otherwise hear your. S assistant professor department of business administration sri vasavi college, sf wing, erode introduction viral marketing is a form of online marketing that uses a wordofmouth technique to spread its message. A study of drivers of viral marketing and factors that influence the receipt and forwarding of viral messages dissertation submitted to the padmashree dr. This communication network is like a giant spider web. Considering the effective of viral marketing strategy, this report decides to examine the effects of viral marketing that can make to a company. Which of the following is a primary disadvantage of viral marketing. Here are some of the issues that viral marketing presents. What is the communication process for viral marketing.
If done improperly viral marketing can backfire and create negative buzz. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Viral marketing, like all marketing is hit and miss. Jun 09, 2010 a case study in going viral courtesy of smirnoff ice, what your email signoff says about you, and a roundup of the latest entrepreneurial news.
Hotmailhotmail is one of the most classic examples of successful viral marketing. For specific types of media there may be other advantages and disadvantages of marketing. Advantages and disadvantage of viral marketing group blog. Therefore, the objective of this paper was to analyse the opportunities and limitations of web 2. Viral marketing is very much like word of mouth marketing except it is conducted over the internet.
While it may bring you some much needed clarity and focus, it can also identify. In this article, you will understand the various advantages and disadvantages of viral marketing. Viral marketing is a customerfocused approach, so the first step is to identify the target demographic for a product and what they value the most in products, requiring marketers to research and analyze demographic data. Before choosing to take it as a marketing strategy, you need to carefully weigh up the pros against the cons. The market research cost and effectiveness, if done right, will become invaluable to a company that is starting a campaign like this and getting their products evaluated.
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