VIRAL MARKETING Ducarmois Baptiste Introduction
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
VIRAL MARKETING
Ducarmois Baptiste
Introduction
VIRAL MARKETING
What is it?
DEFINITION
Viral or buzz marketing is a buzzword referring to marketing techniques that use pre-existing technologies to achieve other marketing objectives (such as product sales) through viral processes, analogous to the spread of viruses.Howard, Theresa (2005-06-23). "USAToday: Viral advertising spreads through marketing plans". USA Today. Retrieved 2010-05-27. June 23, 2005, 2005
VIRAL MARKETING
What is it?
« Viral » marketing is a reference to the word « Virus », because information grow as fast as viruses.
INTERNET
$€$Web 2.0
VIRAL MARKETING
How does it work?
Viral marketing must be dynamic. It needs the customers want to answer, click, and share your message.
Examples:
e-mailing campaignsGames and contestsBlogs, informative websites,…Provide discountsE-cards
VIRAL MARKETING
Main objectives?
New customers
E-reputation
VIRAL MARKETING
Inconvenances?
Turn « flop » in « top » !
Customers alter the main message
Laws
VIRAL MARKETING
Steps for a good viral campaign
Step 1: Make it Simple
less than 10 seconds
What kind of campaign?
VIRAL MARKETING
Steps for a good viral campaign
Step 2: Make it Relevant
Appeal to the vast majority of people
VIRAL MARKETING
Steps for a good viral campaign
Step 3: Create Sales Opportunities
Goal of a marketing campaign:
Ensure to provide links / vouchers
VIRAL MARKETING
Steps for a good viral campaign
Step 4: Use the Right Technology
Strong technology to support viral spread
How to spread the campaign?
VIRAL MARKETING
Steps for a good viral campaign
Step 5: Reflect the Brand
Company easy to recognize
Message must fit to brand’s values.
Previously used messages
VIRAL MARKETING
Steps for a good
viral campaign
Step 6: Word of Mouse
YOUR AD
VIRAL MARKETING
Steps for a good viral campaign
Step 7: Reward the User
People are interested by benefits
Give them some!
VIRAL MARKETING
TOP 10
#10
VIRAL MARKETING
TOP 10
#9
VIRAL MARKETING
TOP 10
#8
VIRAL MARKETING
TOP 10
#7
VIRAL MARKETING
TOP 10
#6
VIRAL MARKETING
TOP 10
#5
VIRAL MARKETING
TOP 10
#4
VIRAL MARKETING
TOP 10
#3
VIRAL MARKETING
TOP 10
#2
VIRAL MARKETING
TOP 10
#1
VIRAL MARKETING
Questions
1° What is the main objective of viral marketing ?
2° How many steps are required in viral marketing process?
3° Give an example of bad buzz turned into good buzz.
A: Seven
A: find new customers, (take care of E-reputation)
A: La Redoute
VIRAL MARKETING
Ducarmois Baptiste
Thank you for your attention!
Related Documents
