The method of viral marketing

The most common marketing method of oral virus is "telling friends" or "recommending to friends", which is also the method used by most websites. For this method, the usage rate of each website is different.

For some entertainment websites, the usage rate of "tell a friend" may be higher. But for other large content websites, this method is not enough.

The usage rate mainly depends on the type of recommended content and the characteristics of user groups. However, this viral marketing can be implemented at low cost and quickly, and the effect can be enhanced by introducing competitions and lottery.

Step 2 pass it on

For most email users, this is a very popular activity. Whenever you receive an interesting picture or an attachment to a cool Flash game, you usually send it to your friends.

And they also send attachments to their contacts in turn. This snowball effect can easily create a distribution channel, which can reach hundreds of people in a few hours, starting with an email.

3. Service-based

The most successful pioneer of service-based virus marketing is Hotmail. At first, they rarely promoted sales, but they used a concluding remark at the bottom of every email they sent, including a short joke and their website.

Therefore, the company has made remarkable development. Imagine the number of e-mails sent every day and how these e-mails help Hotmail get more users-and these users lead to more e-mails.

The next example is the online greeting card of Blue Mountain. When someone sends a greeting card to Blue Mountain, the receiver must go to Blue Mountain's website to watch it, which brings another potential user who will send more greeting cards.

Extended data:

trait

Virus marketing is to spread and spread marketing information like a virus by using the enthusiasm and interpersonal network of the public, and marketing information is quickly copied and passed on to tens of thousands and millions of audiences. It has some characteristics different from other marketing methods.

1, attracting pathogens

The reason why viral marketing has no cost is mainly to use the enthusiasm of target consumers, but the promotion cost of channel use still exists.

It's just that the target consumers are stimulated by the information of the merchants and voluntarily participate in the subsequent communication process, and the advertising costs that should be borne by the merchants are passed on to the target consumers, so for the merchants, viral marketing is cost-free. ?

2. Geometric multiple propagation velocity

The marketing mode of mass media advertising is "one-to-many" radial communication, and it is actually impossible to determine whether the advertising information really reaches the target audience. Viral marketing is a spontaneous and extensive information promotion.

It is not delivered to everyone in society in a balanced, synchronous and indiscriminate way, but through channels similar to interpersonal communication and group communication, consumers will deliver product and brand information to those individuals who have some connection with it.

For example, when the target audience reads an interesting flash, his first reaction may be to forward it to his friends and colleagues, so that the "forwarding army" with many participants constitutes the main force of geometric multiple communication. ?

3. Efficient reception

There are some insurmountable defects in advertisements in mass media, such as strong information interference, complex acceptance environment and serious defensive resistance of the audience.

Take TV advertisements as an example. At the same time, various advertisements appear on TV at the same time, and many similar products "crash", which greatly reduces the audience's acceptance efficiency. And for those lovely "viruses".

The audience got it from familiar people, or actively searched for it, and naturally had a positive attitude in the process of accepting it; Receiving channels are also more personalized, such as short messages, emails, closed forums and so on. There are several people reading at the same time.

This expands the communication effect). The above advantages enable viral marketing to overcome the noise influence in information dissemination as much as possible and enhance the communication effect. ?

4, the update speed is fast

Network products have their own unique life cycle, and generally come and go quickly. The spreading process of viral marketing is usually an S-shaped curve, that is, it starts slowly, accelerates when it reaches half of the audience, and slows down when it approaches the maximum saturation point.

In view of the attenuation of viral marketing communication power, we must transform communication power into purchasing power before the audience is immune to information in order to achieve the best sales effect. ?

Baidu Encyclopedia-Viral Marketing