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d Ellis-Chadwick, 2003). If the spam comes from companies, generally, receivers would delete it before open. Customers do not like to bother and waste time to see these emails.
However, if the marketing emails send by friends or people who receivers know, it seems no longer spam. An email come from your friends seems to be reliable. Viral marketing use friends to “spam” friends were considered working base on this reason. This view was supported by Chaffey et al. (2003), they argued that “spam does not mean that e-mail can not be used as a marketing tool”.
It seems that when a promotion starts to viral and use friends to spam friends, the emails being seen as spam are very low.
4. Privacy
People do not like to receive the emails that without their permission. Some companies buy many email address in order to expand marketing information. People would feel very unhappy that the junk mails keep going into their email box. Thomas (2004) states that these actions violating the receivers’ privacy. No one likes junk mails to offend their privacy.
If use friends to friends emails, can avoid this problem. At the beginning of usage, viral marketing should take care of this.
5. Fake Viral Adverts
Fake viral adverts are quite similar to viral hijacking. They are creating fake viral adverts when individuals un-associated with the targeted brand. This problem cause by the companies use the fake content, which they had no part in, it has the potential to destroy their brand (Graft, 2006). Sony’s promotion about its playstation is a good example of fake viral adverts.
Base on these dangers after viral marketing launch, the viral marketing operation should be very careful. The things that a company need to do and avoid when they using viral marketing will be illustrated in the following parts.
2.8.2 Things should do
1. Supply customers with the right information to serve as your advocate. They cannot just be satisfied, they need to be informed about your value proposition—how you stack up against the competition—so they can tell others about you(Weinberger and Lepkowska-White, 2000).
2. Segment your customers and do small viral campaign tests on a targeted audience to find a scientific basis for what works best. Test your customers to see what they feel compelling; what promotion drives them to click-through or to pass along the message (Lau and NG, 2001).
3. Make good use of contests and promotions, especially in the B2C area. This will give consumers an incentive to pass along information about your Web site or products (Lau and NG, 2001).
4. Make your approach to be systematic. A viral campaign is a marketing strategy that should be integrated into your company's overall approach to marketing, not a one-time thing (Kirby, 2006).
5. Know well about your target audience. Take the time to learn what they like, do not like, and how they communicate (Bansal and Voyer, 2000). Such as the chat rooms of Myspace, it collect the users’ suggestions and supply what they want (Diving into the MySpace Pool, 2006).
6. Set up exit barriers. Collect all your customers’ information and make them easy to buy from you. Make it painful for your customers to leave. Maybe they have developed friends in a chat room on the site, or maybe they have loyalty to products or services (Modzelewski, 2000). For example, Myspace makes the users feel that they are belong to here, 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。