Viral marketing is a style of product promotion that relies on an audience to generate the message of a product or service to point where it rapidly breaches out to friends and family in a short period of time. Keep in mind that once your viral marketing campaign is up and running, you may soon make enough money so that your next viral campaign can include a video that is professionally made and still meets your vision and expectations. Not for the risk-averse, it takes a lot of skill and experience to perfectly plan a guerrilla marketing campaign because the lack of a traditional framework makes it easier than ever to miss the mark.
It can be used by both large and small companies, but can be especially attractive to smaller business, as it can be more cost-effective than traditional marketing efforts. The site for The Blair Witch Project was meant to be an inexpensive marketing tool for an independent film that had not advertising budget.
But the product itself is by far one of the more important aspects of what and how to market, and therefore is number one in the Seven Ps of marketing basics. Buzz marketing is generated from catchy advertising and works when your customers talk about your product in day-to-day conversation.
By partnering up with unusual partners you could come to establish a marketing concept that is out of the box, yet relevant and could be a very successful viral marketing campaign. I’m sure you’ve read viral marketing success stories involving Hotmail, NetZero, Skype, and even the comedian Dane Cook who used for his viral marketing campaign.
Ferguson (2008) mengatakan bahwa hasil yang diinginkan dari pemasaran viral adalah pemasaran WOM, yaitu dimana seseorang mengatakan kepada orang lain tentang sebuah video yang bagus di YouTube ataupun sebuah aplikasi di Facebook. In the hybrid viral model, you make up for the shortfall in customers by acquiring those through some other means such as paid search, or SEO.