The use of emotional add-ons in viral marketing allows you to start the mechanisms of natural dissemination of information on the Internet – with the direct participation of your target audience.
Benefits of viral marketing
Great organic reach. A viral ad campaign typically gets much more coverage than regular pay-per-click advertising. It is achieved through the organic dissemination of advertising information.
Result speed. Viral advertising spreads very quickly to your target audience. Accordingly, the implementation of such tasks as obtaining the required number of contacts, increasing brand awareness, the number of transactions, etc. - are achieved in a minimum period of time.
Flexibility. The implementation of a viral advertising campaign is not tied to any tool. Dissemination of information can be carried out through any channel of Internet marketing, which allows you to adapt to virtually any starting conditions and restrictions.
What is it for?
Advertising in the Internet, which uses standard tools (searching engine optimization, contextual advertising, targeted advertising) is usually not emotionally engaging. Roughly speaking, it's just informing the target audience about the company's product.
Also, there is another approach - viral advertising. Its main feature is to attract the target audience to distribute your advertising message. That is, the activity of the audience becomes part of advertising. So, we can say that viral marketing is a service that consists of a series of successive steps aimed at solving the classic problems of advertising communications, but with the use of emotional add-on, which allows to launch mechanisms of natural dissemination of information online with the target audience. / p>
Delivering an advertising message. The main purpose of communication is to communicate the message to the target audience. It can be a unique sales proposition, functional or emotional benefits of your product. Viral marketing does a great job of doing this - the message is contained directly in the content being distributed.
Reaching the large target audience. Your message will be delivered to your target audience, and most contacts will be received "naturally". Users will independently distribute branded content to their environment, participate in discussions about the product, service and company. This reduces the cost of contact with the target audience compared to traditional internet marketing tools.
Stages of viral marketing
Market analysis. Viral marketing requires a detailed study of the market, product and consumers.Only such a complex analysis can identify those "pain points" that increase interest in your advertising so much that users will want to share with others. At this stage, the strategy of the viral advertising campaign is developed and the operational level is determined - goals, advertising channels and performance metrics are developed.
Audience analysis. Studying the target audience, identifying its needs, "pains", insights, allows you to identify those activation points that will start an avalanche of information dissemination. Peculiar clamps of attention, allow to allocate the advertising message from a stream of information, are defined at this stage. Because they are individual within each product or brand, the detail of their development is the basis for the success of the entire campaign.
Creative Development. A creative unit is needed to broadcast advertising messages and emotions in simple, concise, and understandable language. Content plan. Work at the operational level, which determines the list of measures for the generation of info-drives, media support, the initial "sowing" of advertising on news sites, social networks, forums, blogs, video hosting, etc. This is where analytics tools are set up.
Launch and analytics. Stage of launching an advertising campaign - "sowing" advertising, stimulating user activity, attracting the attention of the media and opinion leaders. Ongoing monitoring of campaign results help to increase performance based on key performance indicators.
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