In my previous article I have discussed what viral marketing is. This time I will be talking about how the “word of mouse” works. As we learned before, viral marketing, as it name suggests, is a contagious form of product marketing that uses carriers to spread it. These carries are of course your own customers or prospective customers. These persons should be infected with viral products, prices, places and promotions. Your product, to become viral should possess quality and excellence and will guarantee costumers’ satisfaction. Your price, to be viral, should be reasonable and properly directed to the right consumers. Your placement, to be viral, should be efficiently accessible. And finally, your promotion, to be viral should be creative, innovative and extraordinary. Read more
To clearly define what viral marketing is, we’ll first define the two words composing it – “viral” and “marketing”. Let’s first take a look at the definition of marketing.
Marketing, as defined by the American Marketing Association (AMA), is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing is a huge subject. If you don’t have a basic knowledge of it, it may take a lot of textbooks and tons of articles to fully understand the subject of marketing. But basically, marketing focuses on the processes. These processes involve researching (creating), promoting (communicating), selling (delivering) and distributing (exchanging) your products and services. The components of a marketing mix include the four Ps (product, promotion, placement and pricing). These four Ps of marketing have been modified further to become more costumer focused. This is what is known as SIVA. SIVA stands for solution (product), information (promotion), value (price) and access (placement). Read more