Volume : III, Issue : IV, April - 2014

Viral Marketing– An Insight

Karpagavalli. G, B. Manuel Pinto

Abstract :

A good product is the number one weapon in the marketing man\\\'s arsenal. Almost everything that we come across in our daily life is a product. So, in simple terms, we can define a product as a need satisfying entity. Thus this need satisfying entity could be better marketed to the consumer through an emerging successful concept called viral marketing. The definition of viral marketing or Internet viral marketing is of selling some product or service by creating a hype or buzz which then spread like a virus in all possible directions so as to increase the sales. In the old days, this was known as word of mouth marketing. Today, the Internet viral marketing provides a number of ways to engage in word of mouth marketing efficiently at a potentially very low cost.

When viral marketing is undertaken on the Internet, a message may go viral due to people forwarding email messages with links to friends or otherwise encouraging others to visit specific websites or pages on the Internet. The theory behind the value of Internet viral marketing is that the message can be received by exponential numbers of potential customers. For example, if I forward a message to my 10 friends and each of my 10 friends forwards the message to 10 other friends, the message could spread very rapidly.

Google\\\'s YouTube is probably the best example of Internet viral marketing. If a video is very funny, unusual or provokes certain emotions, it\\\'s likely that the video will become popular quickly. Links to the video will quickly multiply as viewers share the video with others. Many may even decide to embed the video (if permitted) in various places on the Internet, drawing even more attention.

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Viral marketing can be a very effective and inexpensive way to generate lots of interest in your business. Getting the attention of the masses is not as easy as it used to be, but it can certainly still be done. The other factor to consider with viral marketing is its ability to actually increase your sales. Many campaigns that do go viral may attract a huge amount of attention and website traffic but generate very little in the way of sales.

The main advantage of using this technique is that, it requires less effort, as the medium of communication itself acts as the primary source of information and marketing.

The moment a business or a company decides to go viral on the advertising strategies, gross sales and and recognition are improved, resulting into a bigger profit. It’s absolute aim is to implant a viral marketing message that can spread out easily from one individual to another while not having to spend lots of time as well as effort. Many company owners find this method effective and truly beneficial in terms of advertising just about anything. Some strategies may include blogging, Ads, banners, Social Media like TV and Radio.

Trust is a crucial element of viral marketing for both marketers as well as recipients. In a social media, the one who spreads your marketing messages might or might not be someone you know personally. You have to trust that the product they refer you to is something that will fulfill your criteria for utility, creativeness, uniqueness, and will also be safe. An effective viral marketing campaign can create an instant buzz, thereby you can experience a huge improvement in gross revenue of your business or company. This is how a viral marketing campaign can benefit a business. The present paper is made an attempt to highlight the problems and prospects of viral marketing in the current scenario of Indian business Environment.

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

KARPAGAVALLI.G, B.MANUEL PINTO Viral Marketing- An Insight International Journal of Scientific Research, Vol.III, Issue. IV Apr 2014


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