StudentShare solutions
Triangle menu

Summary Viral Marketing - Essay Example

Nobody downloaded yet

Extract of sample
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.
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. Affiliate programs are obvious examples of the latter.
The open source software community has made considerable use of viral marketing strategies. Such communities tend to be made up of 'tech-fluential' specialists who lock-in to the product and derive personal benefits through original contributions to its development. They are self-perpetuating 'hives' with opinion leaders (e-fluentials) who collect, analyze, interpret and disseminate the latest news to others both within and outside the hive who respect the hive's expertise in the field. There are conflicting studies as to the number of persons e-fluentials can actually reach, but it is estimated that in the USA 92% of surfers regularly turn to 8% of e-fluentials for information and that e-fluentials can routinely reach 11 people with positive messages and 19 people with negative messages as information is pulled from consumers (as opposed to pushed by a vendor) from this communication channel.
In this context, viral marketing can assist open source software developers (OSSD) to build critical mass to overcome the chasm between establishing the product with tech-fluential early adopters, and gaining market share in the more risk-averse mainstream market. The developer's aim will be to establish the product as the industry standard as once the product reaches this stage of its life-cycle it will be clear that the product is stable, reliable and well-supported. Since the source software is license-fee free to consumers the developer seeks to monetize his/her time investment through add-on services such as consultancy and the sale of complementary goods/services, such as hardware and hosting.
As with any marketing campaign an OSSD needs to ensure that the product advertised is suited to the medium to be used. Viral marketing campaigns are particularly effective when the message is contagious in and of it-self, the replicators and recipients perceive a value in forwarding the message to their circle of influence and the product is easily reproducible and easily and exclusively distributed over the ...Show more


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.
Author : anabrakus
Summary Viral Marketing
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Summary Viral Marketing"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Strengths and weaknesses of viral marketing
Viral marketing exploits the established social networks between people by encouraging customers to share product experience and information with friends. It is important for marketers to understand the context in which viral marketing works and the qualities of products for which it is most effective.
5 pages (1250 words) Essay
Viral Marketing of FMCG Using Social Media
Viral marketing or viral advertisement is a recent buzzword in the field of marketing. Viral marketing is defined as a marketing phenomenon that fosters and influences people to go through the marketing messages created by companies. Viral marketing is a self-replicating process and uses pre-existing social networks and online platforms.
3 pages (750 words) Essay
DISSERTATION ON VIRAL MARKETING OF FMCG: CONSUMER PRIVACY / DATA PROTECTION (Student name) As partial submission for a degree in marketing The date Table of contents 1. Introduction……………………………………………………………………………………..3 2.
10 pages (2500 words) Essay
The Impact of Social Media and Viral Marketing on the Film Industry
Convergence of technology added impetus to Viral Marketing and accelerated the growth of social media. The changes have tremendous impact on companies including those in the film industry that necessitated reorienting their strategies in tune with the technological developments for sustainable growth in the long run.
9 pages (2250 words) Essay
Viral marketing
The result is that marketing managers who have the confidence and capabilities of solving risky problems, of dealing with economic uncertainty, and of handling unstructured situations in business are being called on to do so in the social domain. If this know-how is applied to the solution of social problems, it is evident that the rules and roles of marketing will change.
3 pages (750 words) Essay
Viral Marketing Campaign for the Movie Cloverfield
The movie Cloverfield is a biggest example of how the viral marketing techniques can be used to achieve results beyond the
6 pages (1500 words) Essay
Assess the potential value of integrated marketing communications and viral marketing initiatives to Brewdog
In the past, the 4Ps (product, price, place and promotion) of marketing strategy were highly relevant mainly because of the three reasons: There was lack of variety within the products; people were exposed to limited means of
4 pages (1000 words) Essay
Viral marketing and oline communities
This paper evaluates the strengths and weaknesses of viral marketing, in addition to, research evidence on strategies of viral marketing. Researchers investigating the network
6 pages (1500 words) Essay
The Impact of Social Media and Viral Marketing on the Film Industry
It is not an easy task, particularly because it is influenced by burly forces that cannot be reverted; marketers just have to adapt (Soberman, 2013). The internet is
8 pages (2000 words) Essay
How does the electronic medium require different tactics for effective marketing communications
Electronic marketing is very easy and convenient to promote business enterprises all over the world as worldwide web is used. Compared to traditional marketing, electronic marketing is fur
3 pages (750 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Summary Viral Marketing for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
Join us:
Contact Us