Viral Marketing – A developing media channel

Issue 4 - April 2008

A lot of research has come across our desks lately (and most probably yours), as to the success and viability of viral marketing. What we thought may be useful is a quick introduction, or review of:

• What viral is
• Where viral is heading
• Viral limitations and opportunities

As you no doubt may be aware viral marketing started life in the realm of the online marketer, in areas like spam or those annoying pop-up screens that keep appearing on your screen!

Over time restrictions were placed on these via filters, blocks and stricter privacy legislation. The online marketers turned to viral marketing tactics to overcome these restrictions and help spread brand messages amongst a target audience. This has evolved into major brands worldwide utilising viral as part of their brand strategies.

Viral marketing essentially takes advantage of the rapid multiplication effects of online social networks (through email, chat rooms, file-sharing networks) to help spread a commercial message on the cheap. The strategy employed has traditionally shown that potential exists for exponential growths in message exposure that can far exceed what's achievable were similar budget spent on commercial media channels.

Passed peer to peer, "word of mouse" messages can help endorse a brand among like-minded consumers, thus spreading its influence. Because they're passed between individuals at a low distribution level (Bob sends a message to a handful of his mates, who in turn pass it to a handful of their mates), they can bypass spam filters with relative ease.

Non-commercial channels can also get around advertising authority standards and promote brand aspects that might otherwise be considered controversial. Taking this non-mainstream route, a brand can be imbued with certain credibility, status, and subculture currency attractive to the target audience.

The approach can also be useful for testing ad messages and creating buzz, to attract early adopters, before going mainstream. Multimedia communications company 3, for example, used virally spread video clips in a teaser campaign to build excitement amongst early adopters prior to the public launch of its 3G handsets in the U.K.

There are of course limitations to the viral strategy. Control of the message and its distribution is lost as word spreads, making outcomes unpredictable and difficult to measure. The proportion of the online audience likely to participate is small. A recent European consumer survey showed only 5 percent of the Internet population had forwarded an advertising message. Of respondents who said they had, 64 percent were under 34 years old and 56 percent were male. Based on these results, those seeking to attract and influence an audience that is younger, more web-savvy and male could consider online viral tactics. This particular audience is becoming increasingly difficult to target in more mainstream media - television, press, radio.

Many of the most successful viral marketing campaigns have come from advertisers promoting consumer packaged goods and lifestyle brands to the above demographic. Notable category examples include alcohol brands; cars; sex-associated brands; mobile phones; and computer games.

The success of a self-propelling, viral marketing campaign depends on creative execution and the quality of the initial seeding. To optimise message spread, content must be entertaining and engaging. The online audience will pass on “advertainment”, not ads. Content that's funny, topical, or sexy has best viral currency as it reflects well on the message sender, not the message originator. The Ford Sportka 'evil twin' clip is considered a classic but it did have a limitation, animal cruelty allegations sparked enough controversy to reflect poorly on Ford’s brand image.

If you are in a position to produce a viral ad then some practical tips might be of interest. Ensure the message fits with the brand's values and personality and doesn't undermine perceptions held by the target audience. Video clips offer the greatest visual appeal and require the least viewer interaction or involvement. You should also be careful to use formats that are widely accepted (such as .mpg) to ensure ease of use and encourage distribution.

It is possible to offer incentives, such as prize drawings and discounts, to encourage viewers to forward commercial email to contacts and thus spread your message. But these member-get-member schemes are better used for cost-effective customer acquisition. Non-incentivised viral campaigns are more of a brand-building tactic.

If you're thinking of using viral material, be aware that gaining a complete return on investment (ROI) picture is very difficult, virtually impossible, not least because the content can continue to circulate on the Web long after the campaign is considered over.

It’s a brave new media world out there and online is the new frontier. If you are interested in exploring the opportunities then give us a call on 8232 8188 or email James Price on nrg@nrgadvertising.com.au

Ford Sportka... 'Evil Twin' Click here to play	Carlton Draught... 'Skytroop' Click here to play

e-Sight is our collection of 'wisdom'. We hope you find these e-Sights informative, thought provoking, or at the very least entertaining. If you would like to subscribe to e-Sight please click here.

Archives
Issue 1 - 'Discover the DNA of your brand' click here.
Issue 2 - 'Santa's troubles' click here.
Issue 3 - 'Best practice marketing advice from our customers' click here.
Issue 5 - 'Acknowledging a wart' - profiting from honest advertising click here.
Issue 6 - 'Military Strategy in Advertising' click here.
Issue 7 - 'Acceleration of Communication' click here.

Back to the current issue - click here.

If you have trouble viewing our TVC, click here to download Quicktime for free.