Before developing a successful viral marketing, we should be able to define the meaning of success. In general, a successful viral marketing is able to cut through the hectic and noisy clutter of standard advertising. It should allow marketers and businesspeople to reach the audience effectively. With a viral marketing strategy, it isn’t really necessary to have products with the wow factor. The marketing process is used to kickstart the distribution of information, generate buzz and raise awareness. In fact, marketers and businesspeople could transfer the wow factor to the message itself to bring interests to others. A successful viral marketing flows naturally, not artificially. It depends on peer to peer endorsement among consumers. Whether it is liked or disliked, people will feel the need to distribute the information. With proper techniques, a viral marketing campaign shouldn’t be a hit and miss situation. It is true that viral marketing is a bit risky and there’s still a possibility that it fails to flourish and spread among many people. In fact, some viral marketing campaigns could actually backfire and cause some negative buzz.
When attempting to develop a successful viral marketing, we should be aware that it isn’t meant to replace the diversified and comprehensive marketing campaign. We should make sure that the viral message could generate peer to peer endorsement and this requires a deep understanding on how consumers behave, think and act. Viral marketing should be integrated with strategic marketing mix, so people will be able to relate the viral messages with our brand in the market. Strategy and message for viral marketing differs radically on the type of the industry and consumers. Many viral marketing campaigns can be started by offering free services and products to specific people. Huge discounts can lead to higher sale and if people are interested, they could start to distribute relevant messages. Viral marketing requires compelling content. The controversially good content can be raunchy or hilarious, depending on our requirements. In general, generating quality viral content can be more time consuming, but the effects can be more significant.
A message can be called compelling only if it evokes desirable responses from a deeper emotion level. In general, good and compelling messages will prevent negative reactions from arising. In general, viral messages to should appeal to consumers’ natural tendency to spread specific information to others. The last thing that we do is trying to make the message viral. However, the message will spread easily when it is very interesting.
We could use various social media platforms simultaneously. The message should be transmitted simultaneously to popular social networks, such as Facebook, Twitter, Instagram, YouTube and others. Our failure to create an interesting message could actually kill the campaign too prematurely. Marketers may need to leverage available media platforms to ensure the success of their viral campaign. In the end, there should be an explosive interest and awareness after we start the campaign.