Nowadays traditional advertising is not as effective as it was before. The level of noise, that it creates, goes beyond all limits. People are just not able to accept all the messages that are sent by the environment. Besides, today people have plenty of opportunity to ignore advertising. A large part of television viewers just switch channels with the remote during commercials. Having read the paper magazine, only a few can remember any advertisements and even fewer will remember the firm of the advertiser. The most educated people now spend their time on the Internet and not in front of the TV, and it is much easier to ignore advertisements in the global network.
However, the marketer still has in the hands a very powerful weapon, the name of which is viral marketing; it is the process of creation and placement media virus-namely, interesting and engaging content. Like viruses, such technologies use every opportunity to increase the number of sent messages. Promotion using viral content can take a variety of forms – videos, photos, even just text.
Media virus is quickly spread on the Internet by the user and transfers along with the necessary advertising information.
The basic principle of viral marketing is that the person, who receives the information message, must be sure that it comes from disinterested persons, for example from the familiar, or unfamiliar, but in any case they are not involved in the campaign. For example, a person would be interested to hear from the “living person” positive product reviews, and, most likely, will buy this product. Conversely, after seeing a promotional video of this item, they will simply ignore it, since it is widely believed that the advertisements embellish the questionable quality of the product.
Viral campaigns are positioned as a gift from the advertiser to potential and existing customers. It is clear that all of this is built around the brand, around the product, but it is not pressure – “buy our product”.
The effectiveness of a viral advertising campaign is measured by quantitative indicators: the number of visitors, the time of contact, the number of links that forwarded visitors, the number of transitions from a resource that is advertised and qualitative indicators: dynamics of the mention of the project in the media and posting links to blogs, social-demographic composition of the audience of the project.
Viral marketing is designed to work on the principle of spread of the epidemic. If each infected person in turn infects a few others, the epidemic will spread very quickly. So, in a situation where every potential customer contacts with more than one potential client, sales go up instantly. Given the current boom of Internet campaigns, it can be stated that there are not many organizations left that do not include viral marketing in their business plans.
Therefore, during the creation of viral advertising it is necessary to pay attention to the fact that the virus should be so attractive that users want to share it with their friends, and it also needs to fulfil a clear marketing mission, that is to increase sales, improve the image of the company.