“Flying under the radar” is critical to the success of viral advertising. Viral communications cannot appear to be ads. Members of online communities and web surfers in general have become more sophisticated and have developed “filtering systems” that screens out obvious hype. Viral communications need to be very subtle and carefully disguised and strategically planted so they can be found by the right prospects and passed along. The more subtle, friendly nature of viral advertising is what makes it so effective with individuals or market segments are non-responsive to traditional advertising. Viral marketing in this respect is quite similar to “PR”.
Very often, the offer in viral marketing is “Free”. It could be a free email account, a free web page, a free screensaver or wallpaper, free software, video or music downloads, a free magazine subscription, a free T Shirt or product sample. The big creative challenge is to make the free offer appear to be really free with no strings attached and not just another advertising gimmick.
Viral marketing is far more sophisticated that many traditional marketers or even guerrilla markets give it credit for. And an increasing number of large companies are finding a place in their promotional mix for viral marketing as well.
In order to be effective, viral marketing requires a carefully developed plan. The plan is no different that a traditional marketing plan. A basic plan includes:
- Objectives: a clear outline of exactly what you want to accomplish
- Strategies: a detailed plan of how you're going to it
- Target Audience: the market segments you're trying to reach
- Media: What social networks and online communities you're going to use
- Creative Strategy- What are the formats, styles, tones and offers of the communications.
- Budget - How much you plan to spend annually and how the money is allocated
- Tracking and Results Analysis- How you measure the effectiveness of the campaign
One very effective way for any business to use viral marketing is to boost the effectiveness of a TV, print or direct response advertising campaign. It's a simple, low cost and very efficient means of increasing your advertising effectiveness. Viral campaigns can be “seeded” in targeted social network sites and online communities that will “discover” your message quickly and pass it along. The message very often reaches a potential audience of millions virtually overnight. Usually you can see measurable results and a “lift” in your advertising performance in a matter of days.
In presenting the idea of viral marketing to some clients, I've encountered some very strange and humorous misconceptions it. One very conservative client described viral marketing as a “pack of high school kids in garages, techno-geeks in basements and pornography merchants in seedy bedrooms sending out spam that will infect PCs everywhere with deadly computer viruses.” Wow! I never realized viral marketing is destined to bring about the downfall of online civilization as we know it today. Well, thank God I'm a MAC guy and immune to most dreaded viruses. Better abandon your PC right away and get yourself a MAC today!
Viral Marketing has become serious business. Major national advertisers are shifting an increasing percentage of their advertising dollars from TV, radio, print and mail into interactive online media, including viral marketing. Like search engine marketing, pay per click advertising and guerrilla marketing, it's found its niche and is here to stay.
