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What is viral marketing? The concept of viral marketing

Source: Shangpin China | Type: website encyclopedia | Date: August 21, 2012
Beijing website construction Company Shangpin China: When it comes to viral marketing, we can't get around one topic - Baidu Tang Bohu series of small film ads, because it is the first real case of Internet viral marketing in China. At that time, in order to welcome Baidu's landing on the NASDAQ stock market, Baidu was ready to shoot a series of video clips, carry out a large-scale brand image campaign before and after listing, and consolidate Baidu's kingship as the "first Chinese search engine". In addition, Baidu is not willing to be branded as "China's Guggle" in China.

Therefore, Baidu has made a subversive move, introducing the way of viral marketing into the communication campaign of "Baidu knows more Chinese". Especially in Tang Bohu Chapter, "Baidu knows more Chinese", this concept is fully explained. This is an ancient costume comedy: in front of a written notice on the city wall offering a reward, a foreigner thought he knew it. Then the romantic genius Tang Bohu appeared and attracted all the women around the foreigner from the teacher's mistress to the nun for three consecutive times by using exquisite words. At the last time, he even took away the foreigner's girlfriend. He also made public affections until the old foreigner vomited blood. At last, everyone cheered: "Baidu knows Chinese better". At the end of the film, there were five brilliant words describing Baidu's technical advantages in Chinese sentence breaking and its dedication and love for Chinese. There are many impressive and even unbearable aspects in this film: for example, you can't help being poisoned if you keep turning over and saying "I know you don't know" for N times; There is a yearning nun and a man disguised as a woman "Ruhua"; Tang Bohu is also extremely dissolute; The foreigner fell to the ground to breathe after vomiting blood, etc.

The expression of this spoof catered to the tastes of a generation of new and new Internet users after the 1980s, and hit their hearts of "cynicism" at once. Therefore, in just one month, it had a click rate of more than 20 million, and its market share climbed all the way to more than 50% in 2006. This ideal publicity effect made Baidu win the 2006 Effie Gold Award, a professional award in the field of international effective marketing. No wonder some insiders commented that "Baidu understands Chinese better, so it understands marketing better". Obviously, this advertising film of Baidu has broken a certain normality of advertising, and also brought a new surprise and shock to the increasingly routine and formulaic Chinese marketing creativity.

The term "viral marketing" was created by Steve Jurvetson and Tim Draper of Draper Fisher Jurvetson (DFJ) in 1997. The original inspiration for this concept came from a promotion form adopted by Hotmail in 1996. At that time, Tim Draper suggested that Hotmail set up a link in the mail so that everyone who received Hotmail mail could easily register Hotmail through this link. Every time a user sends an email, it means a free promotion for Hotmail. In this way, every user will become a propagandist of Hotmail. It only took 18 months for Hotmail users to reach 12 million, and its growth rate is far faster than that of any company in history

From the theoretical connotation of viral marketing, it is not a new marketing concept, but the development of the oldest marketing tool "word of mouth" in online marketing. Just because the core of virus marketing is based on word-of-mouth communication in the digital environment, it was initially defined as "network-based word-of-mouth communication" at that time "Hotmail's success reflects the huge potential of viral marketing. Unlike traditional marketing, which relies on mass media to impart information to consumers or potential consumers in a one-way way, viral marketing makes full use of the speed, convenience and interaction of information transmission in the digital environment, especially the Internet. It spreads information or products and services explosively through word of mouth. According to the research of American IMT Strategies, viral marketing has become a common tool for American marketers. As many as 9 respondents said they would adopt viral marketing now or in the future.

Dr. Ralph F. Wilson, a famous e-commerce consultant, believes that viral marketing is a marketing strategy that stimulates people to transmit marketing information to others. It may make the number of audiences grow exponentially in the process of information transmission. Therefore, viral marketing is to let enterprise marketing information spread and spread like a virus through other people's use of digital media resources.

The essence of so-called viral marketing is an information transmission strategy, that is, any way to stimulate individuals to transmit marketing information to others and create potential for the explosion of information and exponential growth of influence. This way of information transmission is like the spread of a virus, which quickly copies the digital information and transmits it to tens of thousands or millions of audiences.
This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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