Viral marketing is a kind of online marketing method. It utilizes the principle of user word-of-mouth communication, which is more convenient on the Internet, making it an efficient way to spread information and very low cost to operate.

Through digital marketing channels, users engage with marketing content in these channels and share it on their social platforms. With the push of a button, a single share on social media can reach hundreds, thousands or even millions of people. Social sharing is the 21st century version of word-of-mouth – but it can be thousands of times more effective.（Directive，2022）

What the success factors of viral marketing?

1. Leverage the resources of already existing brands

Consider how Spotify has achieved such fame in a short period of time. It co-marketed with Facebook to strengthen its position. Individual playlists can be posted on a user’s Facebook page, and another user can listen to them with just one click.

Innovative co-branding and image crossover. In the partnership, Spotify and Facebook’s respective brand meanings influenced and delivered each other, bringing new associations and feelings to each other’s brands. The simple collaboration with social media allowed the startup to go viral and increase its users. The simple collaboration with social media allowed the startup to go viral and increase its users, especially if the service was based on a free model.（Seema Banerjee，2021）

2.Make the Audience Spread Effortlessly

ALS Ice Bucket ChallengeThe campaign was designed to raise awareness of amyotrophic lateral sclerosis and encourage donations for research, and many well-known figures took part in the event. The campaign took social media by storm, helping the organization raise more than $220 million.（ Seema Banerjee，2021）

The important point is that each participant can name others on social networks to accept the challenge, which equals almost zero cost publicity. In particular, Bill Gates and others have participated in the challenge, making “being named” a matter of honor. This kind of social network content for the public good can make them appear to have a sense of justice and value, so they are more willing to be part of the content.

3.Benefit

In regard to the promotion of the brand or product, as long as the use of strong stimulus, it will enable people to spread the word on their own, because in the audience’s brain benefit is very sensitive.

Let’s talk about PIN DUO DUO, a consumer platform similar to Taobao. After the first download the consumer simply sends the link to the product you want ，to a friend or family member for a second download for a chance to get the product for free. From the buyer’s point of view, it is more attractive to buy without paying for it. Buyers do not hesitate to use all their own network resources, such as WeChat, WeChat group, and even use the usual rarely contacted interpersonal relationships, “cut price free to take” viral marketing model to strengthen social, breaking the “e-commerce + social” profit model.

MKTG1415 Digital Marketing
JINGWEN ZHU
09/04/2022
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