Viral Marketing Sweep

November 3, 2006 at 10:10 pm 3 comments

A Brief but Informative Look into VIRAL MARKETING By: Mel Douglas

Prior to this assignment, I was not sure how viral marketing would be defined. I had a few ideas but I was not sold on my definition. Shorlty into my research, I found that viral marketing is a rapidly expanding new form of marketing. It is defined as “marketing techniques that seek to exploit pre-existing social networks to produce exponential increases in brand awareness, through self-replicating viral processes, analogous to the spread of a computer virus” (Wikipedia, 2006). With this knowledge I was then able to consider how viral marketing can be used in public relations.

One of the main goals for a public relations professional is to get their message across to large audiences. Viral marketing is an ideal way to obtain this goal. With the increase in technology (cell phones, blackberries, internet etc.) that has appeared over the last approximately twenty years, viral marketing is becoming more and more apparent. Text messaging is one of the key areas that I focused on. The youth of today always appear to be the owners of cell phones. The use of cell phones has greatly increased in usage in the last ten years. More recently, the use of text messaging has sky rocketed. Knowing that text messaging has increased so rapidly, proactive public relations professionals should begin utilizing this new fad.

In my paper, I focused on Fanshawe College increasing the awareness of on-campus events through text messaging. Many times this year, I have already missed events that have been held on-campus because of lack of advertisement. If a text message was sent to students weekly informing them of upcoming events I am sure attendance would drastically increase. Public relations professionals can take the skills of viral marketing and use them in their own personal campaigns.

The strongest example I came up with is Canadian Idol. Each summer people all across the country are encouraged after the show to vote for their favourite person by either calling in or sending a text message. Canadian Idol utilizes viral marketing by sending out a message to all Telus subscribers the day of the show airing to remind viewers to tune in. This is an ideal way to get your message out quickly, and to a massive audience.

Viral marketing is a rapidly spreading new form of communication. This new form is potentially one of the fastest ways to reach a large mass of your audience in the shortest amount of time. Although I only focused on text messaging, there are many trends that are all connected to viral marketing. Check out the attached links if you want to learn more. Or feel free to inquire about anything else!!

http://www.onedegree.ca/2006/07/31/the-meme-epidemic-a-case-study

Http://www.imediaconnection.com/content/1063.asp

http://en.wikipedia.org/wiki/Viral_marketing

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3 Comments Add your own

  • 1. Jamie Gill  |  November 4, 2006 at 3:05 am

    Hello Mel,

    I really enjoyed your post. I am going to reply to your idea on text messaging. I agree with you text messaging is increasing more and more each day and the generations to come will rely on it so much more than we are. I have a concern about the rapid growth of cellular phones. My concern, it is taking away from face to face communication and thus to me lacking social skills. With cell phone text messaging, there is a loss of a personal connection.

    In regards to your post on advertising for text messages. I believe that could work, but it should be in the option of students at Fanshawe College. I personally would not want text messaging as a form of advertising.

    Jamie Gill

    Reply
  • 2. Chris Clarke  |  November 8, 2006 at 7:10 pm

    Text-message marketing sounds like the next major marketing assault on young people. I can’t find the link to it, but a blogger was talking about being at a club one night and getting a message from someone named Steve. His message said “Hey – new number – we’re all going to the [insert club name here] tonight, 3$ drinks – see you there”

    It didn’t take long for this guy to figure out the scam – everyone in the bar got the same text. It works because most people know a Steve.

    Anyway, about viral: a LOT of clients, especially ones in the “entertainment” business, want their latest-and-greatest artist, movie, gadget, whatever to be viral. It’s like asking for a miracle because viral is, by definition, organic. You can’t fake it. You can’t throw money at something and make it viral. Good piece, Mel.

    Reply
  • 3. 210 Backlinks  |  October 15, 2009 at 4:12 pm

    Great thanks!

    Reply

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