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spersion (Modzelewski, 2000).
6. Takes advantage of others' resources
The most creative viral marketing plans use others' resources to get the word out (Lau and NG, 2001). Such as a news release can be picked up to form the basis of articles seen by thousands of readers. You can relaying your marketing message through make good use of others’ newsprint or wed pages. Other’s resources are depleted rather than yours.
2.9.4.2 Six Succeed Rules of Viral Marketing. (Source from Rayport, 1996/1997)
Rule 1: Stealth is the essence of market entry
Rule 2: What's up-front is free; payment comes later
Rule 3: Let the behaviors of the target community carry the message
Rule 4: Look like a host, not a virus
Rule 5: Exploit the strength of weak ties
Rule 6: Invest to reach the tipping point
2.10 Conclusion
In Iyer and Padmanabhan's opinion, the success of viral marketing is tied to three things: the nature of the industry that the company is in, the online tenure of the audience, and the topic. Some industries—entertainment, music, Internet, and software—clearly have a higher propensity for pass-along information, not to mention a target audience that tends to be Web savvy.
Without a motivator, viral marketing would be a super sport car without the wheels. Viral marketing must be treated as an unstructured phenomenon. Try to control it, and you will fail. "It's an organic beast," he says. "The more you structure it and try to control it to work, the more it breaks down."(Naylor and Kleiser, 2000) Unless it smacks customers, unless it shocks them, they are not going to pass it on. If you can entertain people, they will do your marketing for you. An online marketing strategy, sales and marketing executives must consider viral marketing as an integral element of their overall strategy.
While the potential of viral marketing to efficiently reach out to a broad set of potential users is attracting considerable attention, the value of this approach is also being questioned. The company needs to understand well the contexts in which this strategy works and the characteristics of products and services for which it is most effective and match wit the viral marketing strategy. This is vital because the inappropriate use of viral marketing can be counterproductive by creating unfavorable attitudes towards products or service; even make the company get loss in some situations.
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 (Hogan, Lemon and Libai, 2004). Firms should do well to reflect on this very carefully in planning their viral marketing efforts.
Even though viral marketing can cost a little money to get the huge reward, but it also would cause big problems to a company in some situations. So, it is hard to confirm that viral marketing is good or bad for a company to use. There are many examples on both sides. Done it right is vital, viral marketing is a critical element to many campaigns (Goldenberg, Libai and Muller, 2001).
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