The term ‘viral’ refers to something that spreads quickly and widely across its audience. Viral marketing is a deliberate enterprise, though the distribution of a message happens organically. Viral marketing is a purposeful endeavor; however, the appropriation of a message happens organically.
As such, social media provides the perfect ecosystem for viral marketing, though it has its roots in traditional word-of-mouth marketing. The widespread adoption of social networks, including YouTube, Twitter, Instagram, Snapchat, and Facebook has enabled modern viral marketing efforts and increased their efficacy. All viral marketing examples deliberately or accidental have three things in common: the message, the messenger, and the environment.
Each part must be leveraged to create a successful viral marketing campaign. Viral marketing campaigns may be created by any size of business and can stand alone or be a part of a larger traditional campaign. The campaigns involve different type of tools such as videos, games, images, emails and text messages, free product samples appealing to the emotions of users or viewers, raising awareness to a worthy cause, and making such products, ideas, or media easy to consume and share.
Viral marketing often relies on the help of an influencer, who has a large network of followers on social media. Viral marketing can be less expensive than traditional marketing campaigns, yet grow faster especially with the help of social networks as a force multiplier. Its success can be hard to measure. Viral marketing globally has today evolved due to an inherit need to publish marketing campaigns and messages quicker and through cheaper mediums than traditionally expensive print and TV advertisements.
Successful companies have already started to embed these requirements of today’s demanding customers into their business processes. Other names given to viral marketing are buzz marketing, word of mouse marketing or virus marketing etc. But whatever the name the idea is same as that of the word-of-mouth marketing.
These techniques work on the technique of sharing the news or information with friends and family and so it passes on. Viral marketing is often considered as the gossiping marketing tool. It depends on the customers and not the marketers to develop the brand image. Thus the company will take the back seat the customer will do the rest. Viral marketing may dilute the image of the brand by making it utter from the mouth of another person.
Obviously, company knows where to emphasize and where to subside, but the mouth marketer will work with his own ideas. Since these things are hard to control. The purpose behind this study is to analyse the relatively new introduced concept of viral marketing. The cyber world has taken over the world of marketing and communication through its endless possibilities.
Social marketing websites are already being used for the purpose of exploring new trends in market and sell the products. Viral marketing is thought to be similar as the mouth-of-mouth marketing. People share their experiences, ideas and thoughts about a certain product and spread the word around.