1
VIRALITY
It is a method to pass along the
message to other people. It is a system to diffuse marketing
information
1SOURCE: INTERNET-INDUCED MARKETING TECHNIQUES: CRITICAL FACTORS IN VIRAL MARKETING CAMPAIGNS, 2008
2
ACHIEVING VIRALITY?
EMOTIONAL EXPERIENCE
2SOURCE: FORWARDING VIRAL MESSAGES: WHAT PART DOES EMOTION PLAY?, 2006
3
THE PROBLEM
Indian consumers are way ahead in
adopting to new technology than
the marketers.
Viral Marketing is by nature
uncertain and can backfire if not
used properly.
3SOURCE: INTERVIEW WITH INDIAN MARKETERS; MINDCOMET 2006
ADDRESSING THE PROBLEMWith an understanding of
44SOURCE: INTERNET-INDUCED MARKETING TECHNIQUES: CRITICAL FACTORS IN VIRAL MARKETING CAMPAIGNS, 2008; KAPLAN AND HAENLEIN (2011),
5
WHAT CHANGED?
Consumers’ attitudes toward
marketing transformed
Brands expected to design
creative messages
Brands in India take on
online video advertising
Balance of control moved
from marketers to consumers
Content consumption in India
driven by smart phones.
Virality perceived as more of
an art than a science
5SOURCE: HOW TO CATCH ON TO VIRAL MARKETING, 2001; MCKINSEY&COMPANY 2011; FUTURE OF DIGITAL CONTENT CONSUMPTION IN INDIA, 2016;
7
LET’S HEAR THE MARKETERS
Chief Creative Officer
SapientNitro India
National Head- Planning,
McCann Erickson India
• Entrepreneurs want to go by intuition and gut feeling
• Marketers lagging behind the consumers in technology
• Brands need to be ahead to emotionally sway the audience
• 90% audience wants positiveexperience
• Tons of market data available but it doesn’t get applied
• Int. brands express big emotion as per cultural relevance
• Less video reach so minimum thought in video content
• No set formula to achieve virality
7
7
THE CULTURAL ENIGMA
8
https://www.youtube.com/watch?v=zlA9tXYxD8g
https://www.youtube.com/watch?v=1UvPZ8fD4B8
https://youtu.be/nDjf5w9ZecA https://www.youtube.com/watch?v=F82W3tKtr8c
https://www.youtube.com/watch?v=NjB5LYTXgto https://youtu.be/scWpXEYZEGk
7
THE CULTURAL ENIGMA
9
More receptive Appreciate creativityHigher video ratings More loyal to brands
8
SURVEY FINDINGS
10
59.30%
52.80%
55.60%57.40%
57.40%
Ambition
Broad-mindedness
HelpfulnessHonesty
Love
8
SURVEY FINDINGS
11
0
10
20
30
40
50
60
70
Strongly Disagree Disagree Neutral Agree Strongly Agree
Proactive Enjoyable
Informative Useful to others
Useful to me Useful to my friends
Imp. To society Intensive
Reflects my taste First 5 seconds
8
SURVEY FINDINGS
12
35%
31%
9%
7%
13%
5%WhatsApp
FacebookTimeline
Messenger
Snapchat
Show on Phone
Don't Share
36.10%
0.90%
54.60%
45.40%
16.70%
Made me likethe brands
Made me dislikethe brands
Didn't change myperception
Notice the brandmore
Buy from thebrand
14
RECOMMENDATIONS
This study provides research significant for Indian marketing practitioners.
And highlights the value of specific approaches to achieve virality in India.