No Matter If You Care or Not, Viral Marketing Is There

No Matter If You Care or Not, Viral Marketing Is There

I have taken a marketing course before, and most of the detail knowledge and definition have already fad out of my head; but viral marketing is one exception. Before I read it again in the 7^th chapter of Groundswell, I can hardly summarize the accurate meaning of it, but I remember its amazing spread speed be used in market, it’s kind of description of one advertising champion strategy, or a propaganda to promote the products selling through the word of mouth marketing.

This kind of marketing is almost internet-based, and it’s one level of groundswell marketing, “energizing marketing” is actually based on the first level listening to the groundswell and talking with the groundswell. When people are really be affected by the groundswell and participate in groundswell world, the function could be used. It takes an energized customer “as a viral marketer, spreading brand benefits to his contacts without any costs of the company.” (p130)Hotmail’s success at the beginning of the establishment is they use this word month marketing, lots of viral marketer to spread their brand and products, in a very short time; hotmail is popular with little cost.

Viral marketing is popular and common in newer days; people can see its big potential-less cost big marketing receive. Companies provide some ways for customers to spread for them, very popular way is to “tap into customers’ enthusiasm with ratings and reviews.”(p134) And people like to join because they like feeling valuable, their thoughts and comments could be taken seriously by company and get reward occasionally, most important they write reviews for others and someday, before they purchase something, they will read other people’s review either. It’s kind of honest tips from customers’ world. It’s believable, “testimonials from customers are far more credible than any media source.” (p130)

Less cost both in time and money, powerful spread speed, and it seems like people are having will to do reviews as a viral marketer. But it’s risky too. If you provide a place for people to share their opinions, you can’t control their months already, and people won’t have same feelings as you do, sometimes it may be wrong, but this “wrong viral review” may affect other customers.

That’s why, companies care so much about these reviews. In China, we have the biggest online shopping website, like Amazon, and eBay, called Taobao. It’s a wonderful place to see all the reviews of almost all products written by the customers. So some brand owners will tell you ahead of time “if you have any thoughts or complain please tell us, we will happy to help you, please give us a high star evaluation.” Sometimes they may give you a key chain or a Handkerchief as a gift to make you happy. I don’t want judge its good or not, but we can see business people can also get pressure from viral marketing.

Viral marketing may bring you the amazing advertising effect without any costs, and it can also hurt you when you’re unconscious. Opportunities on the other side are challenges. Take the viral marketing seriously and use it well. And no matter if you care or not, viral marketing is there.