Flag Product

Why viral marketing fails

Add to my list

Send to friend

Compare prices

Shop for it: (added from 1 site)

Buy itthehindubusinessline...

See more products from this brand »

Added by 1 people

marketcampaign added to marketcampaign'...

0 Hearts

Description:

Sunil George Kuruvilla It was supposed to be the advertising agency’s nightmare. After all, who would need an advertising agency when the consumer himself passes the advertising message voluntarily to others? It was supposed to be... See more » Sunil George Kuruvilla It was supposed to be the advertising agency’s nightmare. After all, who would need an advertising agency when the consumer himself passes the advertising message voluntarily to others? It was supposed to be the next Big Bang. Instead, most ofthe campaigns often end in a whimper. Yes, I am talking about viral marketing. First, the basics. Viral marketing uses social networks to create and spread brand awareness. An analogy can be drawn with pathological and computer viruses in the way the viral message passes from one consumer to another. Outside the context of Internet, viral marketing has been referred to as ‘word-of-mouth’, ‘buzz creation’, ‘network marketing’ et al. Twisting Shakespeare’s words, what is in a nam e? That which we call a virus by any other name would be as nasty. Well, as we will see, there is a lot in a name. A good illustration of viral marketing is the practice of Hotmail to append its own advertisement to every outgoing mail. What it means for Hotmail is that every recipient of a mail would also find an invitation to join Hotmail. Let’s say one of your friends sends a mail to you from his Hotmail account. You got mail. You read the mail and notice a tiny message at it bottom. The message says, “Get your private, free e-mail at http://www.hotmail.com’. You click on it. You open the free account. Voila! You got virus! Now, you send a mail to your aunt in New Jersey. She sends a mail to her son in Boston, who in turn sends a mail to his newfound girlfriend in Paris, so on and so forth. This is exactly how Hotmail became the largest mail service provider in the world. What started as a flu is an epidemic now. The emergence of clicktivism as an online version of activism is also a case in point. Through the clicktivism method, users are encouraged to donate, write a letter, forward a mail or sign a petition, online. Forwarded mails are increasingly taking the place of actual black flag marches. In the Indian context, the presence of clicktivism was apparent during the recent anti-reservation strike and when strong e-mail ‘appeals’ reached a lot of people. So, how can a technique that worked so well for Hotmail and clicktivists fail? Here are the reasons: See less »

Tags:

list building, mlm, multi level marketers, viral marketing

Comments (0)

Add a Comment:

Not a Kaboodler? Join Now, It's Free!

Email:

Screen Name:

Password:

Birthday:

Security Check
(Reload)

Enter Both Words

I have read and agree to the Terms of Service

Remember me on this computer.

Kaboodle will send you a newsletter and updates from your friends. You can unsubscribe at any time. Kaboodle does not sell or share your email address or personal information with anyone.

Cancel Already a Kaboodler? Sign in

Why viral marketing fails

Comments (0)

Add a Comment:

Thanks for Hearting!

Not a Kaboodler? Join Now, It's Free!

Sign in to Kaboodle