The idea of Viral Marketing is, as we’re probably all familiar with, the slow to explosive growth of buzz and word of mouth marketing across, primarily the web, but also into traditional media outlets (TV, Film, et cetera). We’ve all witnessed the effects of viral marketing whether obviously or less so.
How many businesses wish for their brand to become instantly known, recognized and widespread? There’s a certain mystery surrounding what makes a brand viral and how to capture that moment where the message spreads gaining a life of its own, how do you get your finger on the pulse of what will become viral. Needless to say just about every advertising and branding agency will try to claim their own secret sauce for themselves to help their clients.
The idea of a viral campaign suggests fast and furious, but leave us also not forget the value of a good campaign idea that has staying power. We see the value in the explosive viral campaign, but focusing solely on the shock and awe often overlooks the value in longevity and continuity. In other words a slow moving virus can be equally as dangerous, ie. it sticks with you and from time to time continually re-emerges. We’ll move away from metaphorical euphemisms and cut to our point. No matter how great a launch you may have and whether or not you ever gain the traction of obtaining a truly viral campaign any good marketing means you need to keep at it, communication is key. We’d like to think that viral marketing has some sort of an organic life of its own, but it does need to be continually nurtured after that initial buzz.
Slow steady and continued, make use of your traditional marketing outlets to keep it going, in our next article we’ll give you a couple of pretty obvious suggestions and example on best practices.