Viral Marketing Campaigns

Innovative methods such as viral marketing campaigns can be useful tools for marketing on the Internet. These campaigns are promotions of products, ideas and socio/political causes are based on the very human desire to pass along to anyone who will listen, breaking news that is good or bad, information that will inform or destroy, and humor that is classic or sick. Since most people will confess to having passed on stories, jokes, gossip or news to friends and family as well as coworkers, most of the population of the United States is also primed to pass along a slickly conceived advertising strategy that has also been known as a stealth marketing plan. The use of the word viral to describe this type of advertising is not a coincidence. Just as a few infected people can spread cold viruses quickly through the general population, so can viral marketing techniques be used to get a new product, a new buzzword, a social cause or a political party's views onto the internet and around the world in just a few hours or a few days?

The theory behind viral marketing campaigns is the age old fundamental truth of social community. Each person belongs to some sort of social network. Some networks are highly organized and practice high degrees of interaction and communication, while others are very small, with little contact between members. Nonetheless, expressions of life are exchanged in all groups, and excitement can quickly build over ideas or concepts that seem to be an expression of that group's core values. That excitement that fuels viral marketing campaigns. Because the internet has become the chosen method of communication for the generations under thirty, visiting social networking websites have become more popular than many network television programs aimed at that particular demographic.

One of the major viral marketing techniques for today's internet commerce is to use a product as part of a wildly entertaining video clip. Several months ago, a piece was shown on a large internet site purporting to show a very famous professional basketball star jumping over a speeding convertible that was destined to hit him had it not been for the well-timed jump. The video clip was passed like wildfire over the web, among every social network imaginable, and within a matter of two days was running on national television sports shows. The buzz was not about the stunt itself, which was truly amazing, but the talk was whether or not the figure in the slightly grainy video was actually the star everyone thought it was. The figure in the video looked exactly like the star, but the question was asked, "How could a man making so much money put his entire career in jeopardy over a crazy stunt like that?" A feat such as that one might have made the internet as an amusement, but the star's notoriety and supposed foolhardiness was the real hummer.

Now suppose that this star's agent felt that the client was losing public attention. Perhaps a new contract was looming and there was the sense that his star client needed some water cooler conversation to fuel a new fan base. Internet marketing pro might explain the explosiveness of viral marketing techniques and is hired to produce a video that may or may not use the actual star. The results speak for themselves, for in less than two days, the video raced around the world and the discussion began about the figure in the clip and whether or not the figure in the grainy video was the actual star. On the other hand, consider the possibility that the star's athletic shoe sponsor created the video. The buzz goes out, people are talking everywhere, and two weeks later a television ad campaign begins with the same clip, this time with a close up on the shoes being worn. Instant recognition is created, sales of the shoes skyrocket and all thanks goes to one of many viral marketing campaigns that have been used on internet users who never saw the sale coming down the track.

But for the more faint-of-heart website builders, buyers or owners, consider these less radical viral marketing tools for use in internet communications. First, begin writing a newsletter regularly and sending it to business associates with an invitation at the beginning and the end of the newsletter to forward on to their contacts. Also, consider placing downloadable games at the website that features ads that promote the desired product or services. Third, begin a blog, allowing others to post thoughts on it, even if the thoughts are contrary to the prevailing winds. Put invitations to visit the website of choice in the blog, and tell readers to invite others to participate.

In case it sounds like viral marketing campaigns are the end all be all, think again. The huge payoffs that could happen for the scenario pictured several paragraphs back regarding the possible shoe ads are a long shot at best. Many highly imaginative viral marketing techniques have been used in pricey campaigns, and fallen flat. . "O God, thou hast taught me from my youth: and hitherto have I declared thy wondrous works." (Psalm 71:17) Much time and thought must be given to an overall advertising plan that encompasses a number of different approaches to getting and keeping the public's attention. Unless there is a way to "renew" a campaign of this type, loop the intrigue back in again and again to newer concepts or ideas or products, this particular method may quickly run its course.

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