The application of the concept of value co-creation to generate viral messages can positively influence the success of viral marketing campaigns. This is rooted in the idea that “with the help of user generated content, from apps like Vine and Instagram, brands can connect with their audiences in ways that appeal to their natural curiosity and passions” (Viralblog). The example of Coca-Cola showed how user-generated content can be converted into a viral message. The brand collected video clips of young consumers showing what it feels like when they take a sip of Coke – the “AHH” moments, as the brand calls … Continue reading Embedding user-generated in viral marketing campagins
Visual content is better at conveying emotionality and being understood quickly and easily. Therefore, images and video have an advantage compared to written form content. It is for this reason that image and video sharing dominates online. As a general rule, according to MOZ-blog, visual content is simply more engaging. Following methods help to visualize content: Make your content interactive Interactive content engages the viewer’s senses and attention in a more active way than simple static content. By creating an experience that viewers must participate in, the impact is necessarily enhanced. If there is an emotional angle to your interactive campaign, … Continue reading Visualisation of viral content
A study published in the Harvard Business Review states that there is strong link between positive emotions triggered by viral content and the success of a viral message. The following ten emotions were identified as having a positive impact on the success of viral messages: Amusement Interest Shock or surprise Happiness Delight Pleasure Affection Excitement The key to exploit the potential of emotion for enhancing the success prospects of viral marketing is to know which message will create such an emotion in the target audience and how it can be ideally linked with the brand. The Oxford College Marketing Blog … Continue reading Influence of positive emotions on the success of viral message
The Koko blog summarised the following benefits of viral marketing: Immediate visitors Long term visitors Causes exponential growth – reaches a large audience Inexpensive compared to other advertising methods Quickly and effectively build brand awareness, reputation and image. Easy to integrate with other marketing methods – i.e. include as a bonus with other products Increase targeted traffic to your web site Continue reading Benefits of viral marketing
What are the consequences in the case of failure of a viral marketing campaign? The enormous reach of viral content is a double-edged sword. A successful marketing campaign will lead to growth of the customer base whilst a poor implemented or a bad chosen viral message cannot be drawn back. Once the message is spread across Social media platforms, marketers only can control its way to a limited extent. Consequently, failure of viral marketing campaigns can cause serious issues for its creator. The following negative outcomes were identified by looking at real-life examples described by evonomie: 1.) Damage for brand image … Continue reading What are the consequences in the case of failure of viral marketing campaigns?
The K-factor is based on the following assumptions which limit, according to Data Community DC its reliability to measure viral growth: 1.) The market is infinite: Since viral growth can be so explosive, the market for a product can become saturated very quickly. As the market becomes saturated, fewer potential customers will respond to invitations, effectively reducing the “viral coefficient”. Since market saturation could occur in a matter of days or weeks, the effect of a finite market size cannot be ignored. 2.) Once a customer, always a customer. The rate of customers which stop using the product is ignored. … Continue reading Limitations of the K-coefficient
Measuring virality, according to Mixpanel (2014), still comes down to answering one simple but very important question: how many of your users send invites, and what percentage of those invites become new users. The most popular method to measure viral growth of a site/app is among various blogger (Intercom, 2014; Blissdrive, 2014; ForEntrepreneurs, 2014 ) the so called “K-Factor coefficient”. The K-factor is used by companies to understand the number of new registrations created by viral channels and the associated growth in user base. The K-factor is calculated by the following formula: Bothgunzblazing (2013) gives the following example: Let’s imagine I release … Continue reading K-factor coefficient