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her tools that can build viral marketing capabilities into an online marketing engine, such as gift registries, gift certificates, community bulletin boards, community chat rooms, and Amazon.com-type affiliate marketing programs (Sudaraman, Mitra and Webster, 1999). Online self-service channels can also be equipped with resources such as product comparison tools to support the customer-as-sales-channel undertaking (Goldenberg, Libai and Muller, 2001).
2.9.4 Six Principles and Six Succeed Rules
According to the previous analysis, in order to solve the problems would face when using viral marketing and make a viral campaign success, there are six principles and six success rules of viral marketing need to focus on:
2.9.4.1 Six Principles (Source from Wilson, 2000)
1. Gives away valuable products or services
"Free" is the most powerful word in marketers’ dictionary. Most of viral marketing programs are give away valuable products or services to attract customers’ attentions. They choose to use free programs like free e-mail or free software download to catch the customers’ eyeballs. This can generate a groundswell of interest from customers. Catch the eyeballs can bring huge profits in the future. So they choose to give away something now and sell something in other time (Lau and NG, 2001).
2. Provides for effortless transfer to others
Public health nurses offer an advice at flu season: stay away from people who cough, wash your hands often, and do not touch your eyes, nose, or mouth. Viruses only spread when they're easy to transmit (Weinberger and Lepkowska-White, 2000). In order to be successful, the medium that carries marketing message must be easy to transfer and replicate. Viral marketing works famously on the Internet because instant communication has become so easy and inexpensive. It can be transmitted easily and without degradation.
3. Scales easily from small to very large
The transmission method which can spread like wildfire must be rapidly scalable from small to very large. If the virus multiplies only to kill the host before spreading, nothing is accomplished (Hogan, Lemon and Libai, 2004). So long as companies which use viral marketing strategy have planned ahead of time how they can make the messages pass from one customer to another faster. They must build in scalability to their viral model.
4. Exploits common motivations and behaviors
Take advantage of common human motivations is what a smart viral marketing plan wants to be. Desire and greed drives people to pass and get messages. This leading to communicate produces millions of websites and e-mail messages. To be a winner, a company should design a marketing strategy that builds on common motivations and behaviors for its transmission.
5. Utilizes existing communication networks
Most people are social, except the nerdy, basement-dwelling computer science grad students. Social scientists show that each person has a network of 8 to 12 people in their close network of friends, family, and associates (Hogan, Lemon and Libai, 2001). The broader network may consist of hundreds, or thousands of people, depending on his position in society. Network marketers have known well about the power of these human networks, both the strong, close networks and the weaker networked relationships. Place messages into existing communications between people, then you rapidly multiply its di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。