E-talking : viral marketing to spread brand messages

While the process of viral marketing is often perceived as a random phenomenon with marketers having little or no control over the process, getting your customers to spread your brand messages throughout a widespread network of buyers makes good business and marketing sense. This paper uses case study examples to explore a number of strategies underpinning this apparently chaotic phenomenon. Further, several suggestions are offered for marketers seeking to use viral marketing to position brands or change a brand’s image, encourage new product trials and increase product uptake rates. These strategies included using an engaging message that incorporates imagination, fun and intrigue (to get your customers talking), encouraging both ease of use and visibility (do not make them work to pass on your message), targeting credible sources (to add weight to the message) and leveraging combinations of technology (to get to as many people as possible).