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5 Concepts Toward Optimizing Viral Marketing Campaigns
Viral marketing has come a long way from the "refer-a-friend" email method. User-generated content (UGC) sites such as YouTube, Digg, MySpace, and Technorati reflect the strength of user control. Delegating what is popular like never before consumers have taken much of the power out of corporate hands.
Using viral marketing campaigns, which encourage users to take action by forwarding a link, blogging a topic, or telling a friend, have provided positive and negative results. Initially the concept of viral marketing was to spread positive word-of-mouth, or recommendations, via costumers. However, with the ease of the Internet era spreading bad news has become as easy, and as popular, as sharing good news.
Marketers can avoid negative reviews by carefully employing viral marketing tactics. Many advertisers already upload commercials to YouTube featuring products and brands in a user- and buyer- friendly method. Executing viral marketing tactics correctly can increase ROI, targeted traffic, and overall brand recognition.
Viral marketing also opens new niche markets that may have been left undiscovered by corporations but are pinpointed by consumers. Reaching such markets creates a much broader spectrum while precisely targeting interest groups.
Below are five concepts into the execution of an effective viral marketing campaign.
1. Offer the interesting.
2. A referral is not an opt-in.
3. Personalize the referral email.
4. Use Analytics.
Important metrics to analyze include referral, click-through, and conversion rates. Marketers should consider delegating click-through and conversion rates by original customers and referrals in order to evaluate the respective performances.
5. Persistently Employ Viral Marketing Tactics.
While, like all marketing techniques, no sure-fire methods exist across markets, viral marketing provides a vast landscape of opportunity. Negative customer reactions can be detrimental in a viral market; however these five concepts should allow marketers to create a positive experience for users. The Internet is a worldwide resource, remember this when launching a viral campaign and use it to your advantage.
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