We have all heard of viral marketing. It’s a conversation that spreads like wild fire but how does it actually work and how can it make your digital marketing campaign stronger? Additionally, can it even help a small business on its way to success?

 

  1. It can greatly decrease the amount you spend on promotion

Well this point is pretty obvious. If you make something go viral, whether it be a video, a meme or even a clever email…People are going to share it, they are going to talk about it and this is going to mean that you can save money on the advertising spots or promotions you usually go for. This is supported by Dobele, Toleman & Beverland (2005) who implies that marketing professionals are using viral marketing to encourage the power of word of mouth. With this approach ‘dramatically lowering the cost of promotion and boosts the speed of adoption’. Dobele, Toleman & Beverland (2005) explain how the film ‘Whale Rider’ used this to enhance their marketing campaign. They decided to only show the film in a few cinemas, leaving the viral marketing to help them reach a ‘wider audience’ through ‘positive word-of-mouth’.  So this really works, by actually making it more niche, building up the positive word of mouth, you can end up saving money.

 

  1. Know which group of consumers you are aiming for

Well as marketers, this is something we know is very important. Aiming for the correct target audience is necessary, if you want your viral marketing to work. Long & Chi-Wing Wong (2014) are calling this concept ‘Interest-Specified Viral Marketing’. This is where the company can ‘specify’ which target audience or users they are interested in when aiming to ‘promote a specific product’. This can be done by the company defining what the desired user’s ‘set of attribute values’ are. This in turn means that a viral marketing campaign can be formed around these interests and therefore gain maximum attention from those that the company wants it from. This therefore shows the importance of investigating your desired user and what their values are.

  1. Make sure your viral marketing is emotive

Rack your brain and think of your favourite viral marketing campaign…If you have one, there are probably many reasons as to why you remember it but one of those reasons is how it made you feel. As well as the fact that it made you FEEL. In order for a viral marketing campaign to work, it needs to make consumers feel. Lawrence (2014) supports this notion by implying ‘highlighting a particular emotion that your audience will identify with will draw people in’. Therefore meaning that if more people are emotively moved by your video or email, then the more people will share it with their friends and so the word of mouth spiral goes on and on. Lawrence (2014) also suggests that as well as emotion, you need to entertain your audience and your viral marketing campaign must have a purpose. An example of an emotive viral marketing campaign, would be Go pro’s footage of a fireman saving a kitten, as Ingersoll (2013) shows, the real video managed to capture many hearts and thus went viral.

 

Viral marketing can backfire

However, it is important that when you look into doing a viral marketing for your business, that you appreciate that it can come with risks. Firstly, there can be a risk that if you are not careful, your viral marketing campaign can create a bad press around your business. An example of this, would be Toyota’s “Your other you” campaign, whereby you could sign your friend up to be rang by a total stranger. As explained by Read (2011), this campaign resulted in a $10 million lawsuit, against Toyota and the advertising agency who created it, Saatchi and Saatchi.

Final few points

Given all of the above points, any firm can incorporate a viral marketing campaign within their digital marketing strategy. It does not matter how big or small you are, one single incredible and emotive idea could get your company known worldwide. The power of word of mouth is free and it is out there waiting for us all. It is just important to remember the risks and make sure that what you are doing does not offend or potentially frighten anyone.

 

References

 

Dobele, A., Toleman, D., & Beverland, M. (2005) Controlled infection! Spreading the brand message through viral marketing. Business Horizons, Vol. 48, No. 2, pp143-149

 

Ingersoll, G. (2013) ‘Real-Life Firefighter Saves Kitten From Certain Death In Latest GoPro Ad’ Business Insider, 26th September 2013 [Online] < http://www.businessinsider.com/real-life-firefighter-saves-kitten-from-certain-death-in-latest-gopro-ad-2013-9?IR=T> [accessed 13 April 2016]

Lawrence, J. (2014) Viral Marketing for Small Businesses- Can you make your own John Lewis Penguin? [Online] <http://www.allthingsweb.co.uk/blog/viral-marketing-for-small-businesses/> [accessed 16 April 2016]

 

Long, C. & Wong, R. C. W. (2014) Viral marketing for dedicated customers. Information Systems, Vol. 46, No. 1, pp 1-23

 

Read, R. (2011) ‘Toyota Hit With $10 Million Lawsuit For Stalker-Themed Ad Campaign’ The Car Connection, 16th September 2011 [Online] <http://www.thecarconnection.com/news/1066234_toyota-hit-with-10-million-lawsuit-for-stalker-themed-ad-campaign> [accessed 13 April 2016]