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2.9.1 Encourage C2C Advocacy
Nowadays, however, marketers have had difficulty reproducing the success of a handful of viral campaigns. Even though most e-businesses are planning to launch, or have already attempted launching the viral marketing campaigns, there are still having obstacles to integrating viral marketing with the overall sales and marketing mix (Kirby, 2006). For example, viral marketing is perceived as an art rather than a science. Marketers have a hard time identifying triggers that motivate customers to pass along marketing messages to friends or colleagues.
Most of marketers are planning to launch a viral marketing campaign in order to make the huge profits base on a little budget. In order to do it successfully, they must scientifically identify the elements which encourage customer-to-customer advocacy and segment their customers who are receptive to viral marketing and understand the structure of incentive packages (Hogan, Lemon and Libai, 2001).
All viral marketing purpose is to turn customers into a sales and marketing channel. The purpose of using the customer as a new channel is to generate a fundamental tradeoff between growing market coverage and maintaining control over the marketing message. The marketer who hope to be a winner, hope to hold the success in hand finally, must encourage customers to communicate with each other with the intent of advocating products and services(Subramani and Rajagopalan, 2003).
Hempel and Lehman (2005) have done a research about Myspace, they found that Myspace do a good job at C2C Advocacy. It sends emails to users which containing something interesting to them, and builds many blogs and chat rooms that people can communicate freely. Many funny video clips catch more users’ eyeballs and drive them to recommend these to their social network. However, base on Tafe’s (2007) research, even though Burger King built a wedsite where visitors can type commands into a text box, then watch a person in a chicken costume obey these commands, and this funny thing attract 224 million visit in 17 months, but this silly viral campaign hard to translate into actual sales. It seems that encourage C2C Advocacy can make a company like Myspace to be success but no the Burger King, as its viral campaign hard to translate into actual sales.
2.9.2 Initiatives of Viral Marketing
Viral marketing initiatives are different depend on the purpose that companies choose to use it. However, in the degree of discipline involved in strategic planning and in the triggers they use to motivate consumers to function as a sales- and lead-generation channel: (a) Disciplined analysis and planning ensures that viral marketing is an iterative science rather than a haphazard creative art; (b) Reliance on triggers that are developed through market research and advanced analytics, rather than reliance on cash incentives, ensures that customers function as advocates rather than as "delegated spammers." (Hennig-Thurau, Gwinner, Walsh and Gremler, 2004).
2.9.3 Online Marketing Engine
Furthermore, the online marketing environment must hardwire viral capabilities into its engine. Web sites must be equipped with tools that allow users who have just read an article or purchased a product to either post their opinions of the experience or forward related information to their network of friends and colleagues (Hogan, Lemon and Libai, 2004).
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