Viral marketing has matured a bit
over the years. There seems to have been a shift to the web.
It's not just being seen
by agencies and brands as another tick box for any ad campaign. It is significant enough,now being the medium where a campaign is launched to
create a buzz before it hits TV and print.
The big business
“gets it”.
Buzz works! It can work for small
and start-up businesses, as well. The planning stage of a Viral Campaign will
set out objectives and develop the Viral Theme for a buzz. There are three core
components to any Viral campaign and businesses of any size can use them.
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They
are:
1. The creative material: the Viral agent that embodies the message you want to spread in a digital format
(image, video, text, etc).
The trick is to put together material that people
will be eager to share with their family and friends. People are much more
eager to share “advertisement”.
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2. Seeding: Distributing and
placing the agent online in places that provide the greatest potential spread.
Direct Viral material downloads or Links on specialist Viral third-party Web Sites in order to create awareness and spread before users get to the campaign
destination site.
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3.Tracking: Measuring the spread
of the campaign to provide
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Lessons have been
learned, trends have been developed and there is definitely some science
involved in creating a buzz successfully.
The buzz technique is here to stay
and, if used strategically, it can make a difference to the success of your
e-business.
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Brought to you by: Anne Solomon
