Viral marketing; a marketing technique in which brand awareness is increased through the network effect of the internet. Viral campaigns have become very popular in recent times, greatly due to the increase of internet activity. Thanks to the large number of internet users, as well as the large number of networking and sharing websites, popular campaigns will be known worldwide in just a couple of days.
This ability for users to share and connect with people offers a great marketing tool that can significantly boost awareness of a brand, as well as product sales. Viral campaigns are targeted at individuals with high social networking potential, as these people have a higher probability to spread and share in a short period of time. Websites such as Facebook, Twitter, Reddit, and YouTube are great sharing tools for users and popular content can easily reach millions of people, and that means reaching millions of potential consumers.
Although, viral campaigns are not always successful and so it is not in anyone’s best interest to attempt to produce a viral campaign, it would be better to produce an advertisement and hope it goes viral. Even though viral campaigns can sometimes be hit or miss, there are many examples of very successful advertising campaigns that have gone viral and become very popular. One of the best and most recent examples of this is the Old Spice commercials. These were HUGELY successful and increased brand awareness significantly. In the sporting world, Sporting Portugal, a Portugese football club, had an interesting advertising campaign in which they created an interactive ad where the viewer entered their name and phone number and the manager in the ad would ring them up and request they buy a season ticket (all in time with the video). This a very interesting approach and proved to be quite successful.
Viral marketing shows just how great social medias are for promoting brand awareness and product purchase. With this new connection between everyone in the world, businesses are able to reach every corner of the globe. Social medias are certainly the future for marketing and advertisement.