Viral marketing uses electronic communications brand messages throughout a widespread network of buyers trigger. Often, the procedure is called a random ground-up phenomenon over which marketers have little control shown. But an examination of successful viral marketing cases revealed a number of strategies to support this chaotic phenomenon and provides insight into the marketers can use it to position their brands, change their image and increase acceptance. Successful viral marketing ca … Read more »

Viral marketing uses electronic communications brand messages throughout a widespread network of buyers trigger. Often, the procedure is called a random ground-up phenomenon over which marketers have little control shown. But an examination of successful viral marketing cases revealed a number of strategies to support this chaotic phenomenon and provides insight into the marketers can use it to position their brands, change their image and increase acceptance. Successful viral marketing campaigns have a compelling message, imagination, fun and intrigue goes, promotes ease of use and visibility; aims credible sources. Uses and combinations of technologies
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from
Angela Dobele,
David Toleman,
Michael Beverland
Source: Business Horizons
7 pages.
Release Date: 15, March 2005. Prod #: BH118-PDF-ENG
Controlled infection! The distribution of the brand message through viral marketing HBR case solution

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