Characteristics and elements of viral marketing
Source: Shangpin China |
Type: website encyclopedia |
Date: August 21, 2012
Beijing website construction Company Shangpin China: viral marketing is to spread and spread marketing information like a virus by using the enthusiasm and interpersonal network of the audience, and the marketing information is quickly copied and transmitted to tens of thousands or millions of audiences. It has some characteristics different from other marketing methods.
1. Attractive "pathogen"
Target consumers can't benefit from free information transmission for businesses. Why do they voluntarily provide communication channels? The reason is that the information transmitted by the first communicator to the target group is not the naked advertising information, but the processed and attractive product and brand information, which is just the beautiful coat of advertising information. It breaks through the "firewall" of consumers' vigilance psychology, and urges them to complete the change from pure audience to active communicator. Yes‘ The attraction is this one‘ Beautiful coat ".
The "rogue rabbit", which was popular on the Internet, proved the importance of "information camouflage" in virus marketing. This cartoon "rogue rabbit" has a vicious appearance, acts like my, and is full of tricks. It is the weak person who is full of shortcomings and deserves to be bullied that has become an anti idol star, which reflects the efforts and setbacks of the public eager to get rid of reality and institutional restrictions. The Flash of rogue rabbit appeared in BBS forums, Flash, websites and portals. In private, netizens also spread it through chat tools and email. Today, the products derived from this online virtual star have reached more than 1000, which has become a classic case of viral marketing.
2. Propagation speed of geometric multiple
Virus marketing is a spontaneous and expansive information promotion. It is through channels similar to interpersonal communication and group communication. Product and brand information is transmitted by consumers to individuals who have some connection with them. For example, when the target audience reads an interesting Flash, their first reaction may be to forward the Flasl to friends and colleagues. Countless "forwarding armies" involved constitute the main force of geometric multiple propagation.
3. Efficient reception
There are some insurmountable defects in advertising by mass media, such as strong information interference, complex reception environment, and serious defensive psychology of the audience. For those lovely "viruses", which are obtained from familiar people or actively searched, the audience will naturally have a positive attitude in the process of acceptance; The receiving channels are also relatively private, such as SMS, email, closed forum, etc., which makes viral marketing overcome the noise impact of information dissemination as much as possible and enhance the effect of communication.
Virus marketing elements
Ralshan F., an e-commerce consultant in the United States Dr. Wilson summarized an effective "viral" marketing strategy into six basic elements. A viral marketing strategy does not necessarily include all elements, but the more elements included, the better the marketing effect may be. The six basic elements are: providing valuable products or services; Provide a way to communicate information to others without effort (automatically); The range of information transmission is easy to spread from small to large; Take advantage of public enthusiasm and behavior; Utilize the existing communication network; Use the resources of others.
1. Provide valuable products or services
If businesses want to carry out viral marketing and spread their products or services faster than people, they must first make users feel that your products or services are valuable. The greater the value, the faster the spread of products or services. For marketing experts "Free" is a very attractive word. Most viral marketing has abandoned paid products and services. Free e-mail service, free information, free software, etc. are all suitable for viral marketing applications. 2. Cheap "and‘ "Not expensive" may stimulate people's interest, but "free" can make the concept of marketing virus spread more quickly. Free is very attractive to users, and it is also the main driving force for people to spread it. In this regard, Tencent is the best company in China. Although QQ can be used for free, it requires money if you want to have QQ shows, 3D shows and QQ pets.
2. Provide a way for her to convey information to others without effort (automatically
The virus will spread only when it is easy to infect. Therefore, the media carrying marketing information must be easy to transmit and copy, such as E-mail, websites, charts, software downloads, etc. Two virus "marketing has played an excellent role on the Internet because instant messaging has become easy and cheap. Digital format makes replication easier. From the marketing point of view, marketing information must be simplified to make it easy to transmit information. The shorter the better. The most classic is the Hotmail advertising words at the end of Hotmail.com email "Ge your private. free email at www. hotmail. com".
3. The scope of information transmission is easy to spread from small to large scale
In order to spread like wildfire, the transmission method must change rapidly from small to large. The weakness of Hotmail mode is that the free E-mail service needs its own mail server to transmit information. If this strategy is very successful, you must quickly increase the mail server, otherwise it will inhibit the rapid increase of demand. If the replication of the virus kills the main body before it spreads, nothing can be achieved. As long as we plan to increase the mail server in advance, there will be no problem. Therefore, the virus model must be extensible.
4. Take advantage of public enthusiasm and behavior
Clever viral marketing plans make reasonable use of the public's enthusiasm. What makes Hotmail a successful website? The reason is that people want to have a free and easily accessible mailbox, and Hotmail.com mailbox is a free information dissemination, which is the driving force for people to please as its users. Driven by communication demand, millions of websites and billions of e-mail messages have been generated. The marketing strategy based on public enthusiasm and behavior for transmission will be successful.
5. Utilize the existing communication network
Most people are social. Everyone has friends, colleagues, classmates, netizens and family members. A person's network may include twenty, hundreds or thousands of people. Whether it is a solid, intimate network or a loose interpersonal relationship, it is a wealth for marketers. Marketers should learn to put their marketing information into people's existing communication networks, and quickly spread information conducive to marketing in the interpersonal network. The commonly used methods in the network are: to establish a licensed mailing list, to establish an online discussion area, to implement a membership system, and so on.
6. Use other people's resources
The most creative "virus" marketing plan is to use other people's resources to achieve their own goals. Let other websites broadcast your news or your marketing information, which consumes other people's resources rather than your own. The launch of Microsoft's new products is a typical case of viral marketing. It captures the psychology of consumers: curiosity for the future, strong curiosity for new knowledge, joy of sharing new things with friends, and the way of introducing the life and work blueprints related to its products by relevant professional authorities. Automatic consumer communication is inevitable. In order to please its readers, relevant media are also forced to do free publicity.
In addition, the "Super Girl" storm is also a classic work of viral marketing. In order to meet the mentality of contemporary youth who want to release pressure, Hunan Satellite TV proposed‘ The slogan of "Sing when you want to sing" is used to select the "Super Girl" in your heart through mobile phone text messages. The hot discussion is held on Internet forums. Vote among the relatives and friends of "Super Girl" and form various "Fans" to compete. All media will not let go of any leftover information related to "Super Girl", and all news will come out one after another, as long as you follow "Super Girl" Relevant. Never hesitate about the layout. I also want to issue numbers. This is a classic of viral marketing. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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