Viral Marketing Faqs Answered By Social Media Experts At Top LI Interactive And Online Ad Agency
Holmes Publications
July 28, 2009
www.austin-williams.com
Viral marketing is all the rage these days. But if haven´t actually implemented a program with this "non-traditional" marketing tool, all this talk could be leaving you with more questions than answers. Here, the social media experts at Austin & Williams, a top interactive and online marketing firm, answer some of the most frequently asked questions they get from clients.
1. What exactly is viral marketing? Essentially, it´s a buzz word that refers to marketing techniques that utilize social media networks – such as Twitter, YouTube, LinkedIn and Flickr – to increase brand awareness through self-replicating or "viral" processes, whether it be through "word-of-mouth" (think texting) or via shared content on Web-based networking sites.
Most viral marketing gets planned as an "underground advertising" campaign, to give the impression of spontaneous word of mouth enthusiasm rather than an obvious marketing program.
2. What kind of content can become viral? Virtually anything and everything digital. From video clips and flash games, to images, software, and text messages – usually some combination of all of them – can be part of a viral marketing initiative.
3. Should I add a viral element to my marketing campaign? That depends. It´s commonly understood and somewhat accepted that viral marketing is not a sustainable marketing practice, but it can create an immediate impact with individuals who have a high Social Networking Potential (SNP) and have a high probability of passing it along.
4. What customer segments are the best viral targets? Generally, individuals with a high SNP tend to be younger, GenY´rs. In fact, for teens and 20-somethings, e-mail is a thing of the past: texting, tweeting and blogging are the way to go. These short bursts of information travel through a maze of humanity faster and further than ever. But other targets may also have a high SNP; powerful geodemographic and geopsychographic tools can help you find them.
Viral marketing has becoming a more viable and accepted form of advertising and some of the world´s biggest and most-recognized brands are jumping on this digital "underground" with off the chart results. Check out some of the most successful viral campaigns on the agency´s blog. To find out how you can create a viral strategy of your own, contact Austin & Williams.
Viral marketing is all the rage these days. But if haven´t actually implemented a program with this "non-traditional" marketing tool, all this talk could be leaving you with more questions than answers. Here, the social media experts at Austin & Williams, a top interactive and online marketing firm, answer some of the most frequently asked questions they get from clients.
1. What exactly is viral marketing? Essentially, it´s a buzz word that refers to marketing techniques that utilize social media networks – such as Twitter, YouTube, LinkedIn and Flickr – to increase brand awareness through self-replicating or "viral" processes, whether it be through "word-of-mouth" (think texting) or via shared content on Web-based networking sites.
Most viral marketing gets planned as an "underground advertising" campaign, to give the impression of spontaneous word of mouth enthusiasm rather than an obvious marketing program.
2. What kind of content can become viral? Virtually anything and everything digital. From video clips and flash games, to images, software, and text messages – usually some combination of all of them – can be part of a viral marketing initiative.
3. Should I add a viral element to my marketing campaign? That depends. It´s commonly understood and somewhat accepted that viral marketing is not a sustainable marketing practice, but it can create an immediate impact with individuals who have a high Social Networking Potential (SNP) and have a high probability of passing it along.
4. What customer segments are the best viral targets? Generally, individuals with a high SNP tend to be younger, GenY´rs. In fact, for teens and 20-somethings, e-mail is a thing of the past: texting, tweeting and blogging are the way to go. These short bursts of information travel through a maze of humanity faster and further than ever. But other targets may also have a high SNP; powerful geodemographic and geopsychographic tools can help you find them.
Viral marketing has becoming a more viable and accepted form of advertising and some of the world´s biggest and most-recognized brands are jumping on this digital "underground" with off the chart results. Check out some of the most successful viral campaigns on the agency´s blog. To find out how you can create a viral strategy of your own, contact Austin & Williams.
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