Viral Marketing II

Viral marketing is a form of marketing that has gained
popularity in recent years.Viral marketing gets its name from
its similarity to a virus. The point of viral marketing is to
"infect" one person with your marketing idea, who will then
spread the news to someone else, thereby "infecting" them.
Those who engage in this type of marketing hope to reach as
many people as possible, basically through word of mouth.

Viral marketing is based on the idea that if someone finds
something interesting, they are likely to pass it on to their
friends. Sometimes what is being passed does not appear to be
advertising at all.

The earliest use of viral marketing is usually attributed to
Hotmail, a web based email provider. When Hotmail was first
starting out, they would attach advertising to the bottom of
emails that were sent from their users. The idea was to have
people sign up for Hotmail because they got the message from
their friends.

There are many types of viral marketing. The most interesting
is perhaps undercover viral marketing. Undercover marketing
occurs when people do not know they are being marketed to. The
goal is simply to create "buzz" or to have people talk about
the products. An example would be having paid individuals post
in chat rooms or message boards regarding a particular product
or idea. Sony Ericsson is known for a viral marketing scheme
where they sent out paid actors who asked people to take their
picture. The actors would talk to the person about their camera
and how great it was.

Other types of viral marketing include alternate reality games
(ARGs). ARGs are games which blur the line between fiction and
reality. ARGs are especially interesting because they involve
real life people interacting with "fake" characters who exist
in the "real" world. There are often clues given, items hidden
to be found, puzzles to be solved, and things such as phone
calls from "characters" in the game. Not all ARGs are viral
marketing, but when done well, they can be hugely successful
marketing strategies.

Viral marketing is very successful because it works to create a
buzz about the product and then subtly encourages people to tell
someone else. Because of this, the advertising doesn't have to
reach the secondary user directly. The person initially
"infected" by the viral marketing can "infect" many others with
no additional work required on the part of the advertisers.

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