Summary Viral Marketing

College
Essay
Miscellaneous
Pages 3 (753 words)
Download 0
Social network theory seeks to understand how individuals are connected to other people and how invisible links between groups can seamlessly connect to amplify trends. The theory is based on a famous 1960s experiment by psychologist Stanley Milgram. A package passed through six pairs of hands before being receivedt; leading to the concept of 'six degrees of separation' between the initial message and the final recipient.

Introduction

The viral marketer's dilemma is to identify, categorize and target people for initial reception and replication of the vendor's message. The primary message itself should be highly contagious in order for it to be adopted and replicated easily and regularly.
Viral marketing campaigns can be 'low integration', frictionless model where the original consumer is essentially passive in the transaction. The famous example is Hotmail's early 1990s campaign which gave away free e-mail addresses, incorporating a vendor advertisement. Each consumer provided Hotmail with a free distribution network and qualified leads of persons who were already had an email account, and might be interested in switching to free account for their personal correspondence. Campaigns of this type rapidly build customer acquisition and enhance customer retention because the consumer is locked-in to the service as switching will be disruptive.
The alternative is a 'high integration', active marketing campaign where the consumer opts-in to a service or product - newsletters and RSS feeds are obvious examples -- or where the consumer seeks a reward for promoting the vendors goods/services. ...
Download paper
Not exactly what you need?

Related papers

Discussion Questions Marketing and summary paragraph
Project is all about the concerns of the BPO'S employees, vendors and the support staff who would be working at U.S and U.K shifts and face problems due to unsocial working hours. The analysis draws so crucial recommendations for implementation from various departments to make Andhra Pradesh a suitable region for IT sector.…
summary Essay
The following is a concise explanation of these three chapters of Rousseau's famed Social Contract Theory.…
Implementation Controls and Executive Summary of Massives Marketing Plan
Political stability, positive economic growth, technological capability, strategic geographical location and business friendly conditions would be the criteria that will govern what country to choose. Japan, which suffices all the criteria, would be the most likely candidate. An alternative would be India due to its booming Information Technology industry and its strategic geographical location in…
Summary Viral Marketing
The viral marketer's dilemma is to identify, categorize and target people for initial reception and replication of the vendor's message. The primary message itself should be highly contagious in order for it to be adopted and replicated easily and regularly.…
Marketing Budget Summary
Going through the history of the events Panera has organized it can be approximated that the company will spend around 10 million in 2007.…
Marketing Week 4 Discussion Questions & Summary
However, hailing from a highly disciplined family and community where such practices are strictly shunned and their negation had become a part of my belief; I decided not to copy the report. My colleague on the other hand did not hesitate to do so because this was a part of her belief system.…
summary
In the same manner, ESL students are likely to acquire English with difficulty if the lessons are overly focused on grammar skills development at the expense of content. For music study to be worthwhile, therefore, students must study sheet music and at the same time actually play the instrument that interests them. For ESL students, the musical keys and notes are the language while the actual…