13 Pillars of Internet Marketing HTML version

Pillar #10 – Viral Marketing
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Pillar #10 – Viral Marketing
Viral marketing and viral advertising refer to marketing techniques that use
pre-existing social networks to increase brand awareness, through a self-
replicating viral processes. Viral marketing is often known as word-of-mouth
marketing, in fact it’s any medium which your existing customers use that
enables a peer-to-peer recommendation to be made. Viral marketing means that
your customers do your marketing on your behalf. The process of encouraging
viral marketing to take place is to make it as easy as possible for your customers
to tell their friends about you – and to give them a reason to do so.
Pillar #10 covers what viral marketing is and how you can use it as part of your
overall internet marketing strategy. I would like to focus on two main viral
marketing opportunities. Firstly Social bookmarking – something that you can
easily build into your blog with ease and secondly Video marketing. By driving
people towards your videos on video sharing sites like YouTube you increase the
ranking of your videos on those sites by increasing your number of views. This
increased ranking of your video makes it more likely to be found on YouTube by
people who haven’t heard of you before. You then have an opportunity to drive
people back you your site after viewing your video.
An early example of effective Viral Marketing – Hotmail
One of the first examples of a super-successful viral marketing campaign came
back in the late 1990's. Hotmail was just developing as a company and doing OK
– until they hit upon an idea. Why not automatically add a little bit of text at the
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