摘要:Viral marketing is a powerful strategy for both marketers and recipients to benefit from the helpfulness of individuals in social networks. However, success viral marketing strategy depending on the recognition of the strong need for influencers to be viewed as knowledgeable helpers in the social network rather than as agents of the marketer.
their friends also belong here, if they leave, they will no easy to contact with their friends. ( Hempel & Lehman, 2005)
7. Must being a Process
Because more and more people get their own e-mail box and allow sending e-mail, viral marketing will become more important and useful. This is because online consumers will, over time, expand their social network and become to rely more on their peers to learn about and recommend new products or services (Goldenberg, Libai and Muller, 2001). Therefore, viral marketing would need to become a process and cycle rather than an episodic.
2.8.3 Things need to Avoid
1. Rely on incentivizing in the long-term. In the B2B area, no company wants to be paying your users to recommend it. Better to build customer loyalty through good value, excellent service, entertainment, or an emotional attachment (Goldenberg, Libai and Muller, 2004). 2. Fail to measure your rates of customer advocacy. Assure that you have some systems in place to measure how often customers are communicating your business' value proposition, focus on your customers and how they interact with other potential customers (Shirky, 2000).
3. Spam. Viral campaigns that offer a prize to whoever sends the most e-mails wind up looking like spam. But friends don't spam friends. People do not like to receive spam; these actions would make them angry (Naylor and Kleiser, 2000).
4. Two Common Mistakes
Chen, Iyer and Padmanabhan (2002) suggested that there are two most common mistakes viral marketers like to make: (1) focusing on “formalizing the message” rather than the process” and (2) adopting a “campaign-level”, rather than an “enterprise-level”, perspective”.
Formalizing the message can easy to accepted by receivers and expand it fast. While formalizing the process can hold existing customers, make them more rely on their peers to learn about a product, and then the viral marketing can keep going to expand information.
A campaign-level perspective would focus on relatively unpredictable qualities, such as the customers’ perception of a service/product, or marketing message as attractive. In contrast, an enterprise-level perspective on viral marketing is informed by quantifiable and then predictable aspects of the sales cycle (Subramani and Rajagopalan, 2003).
2.8.4 Money Incentives
Depending on many studies and researches on the impact of viral marketing, it is believed that the viral marketing strategy is hazily defined for most marketers but entails manipulating customer-to-customer interaction with marketing gimmickry in an attempt to achieve an exponentially growing user base (Weinberger and Lepkowska-White, 2000). Many marketers also argued that if consumers do not respond to clever marketing tactics, the cash and prize offerings will provide enough passion for consumers to spread the marketing message.
Monetary incentives are considered to be necessary because they offer what seems to be the quickest and most understandable way for marketers to gain that control in the customer-to-customer communication chain (Subramani and Rajagopalan, 2003). However, monetary incentives of viral marketing can be a dangerous solution. Because monetary incentives only lead to predictable increases in market coverage and an equally predictable loss of control, but no the control that company desired.
2.9 Do Viral Marketing and Make It Success
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