Viral Marketing: Performance Marketing Explained

In the realm of performance marketing, viral marketing stands as a powerful strategy that leverages social networks to promote a product or service. This marketing approach aims to create content that users will share with their social network to help a company increase brand exposure and broaden customer reach.

Viral marketing is a cost-effective way for businesses to disseminate information about their products or services. It relies on the audience to do the heavy lifting, spreading the message like a virus, hence the name. This article will delve into the intricacies of viral marketing in the context of performance marketing.

Understanding Viral Marketing

Viral marketing is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another.

It can be delivered by word of mouth or enhanced by the network effects of the internet and mobile networks. The concept is often misused or misunderstood, as people apply its definition loosely to any successful enough story, without taking into account the strategy behind it.

Origins of Viral Marketing

The term "viral marketing" was first popularized by venture capitalist Steve Jurvetson in 1997, after Hotmail's successful email practice to add "Get your free email at Hotmail" at the bottom of sent emails. The idea was to leverage network effects to create a user base at a low acquisition cost.

Since then, the concept has been adopted by various businesses and campaigns, and with the rise of the internet and social media, it has become a popular method of advertising.

Types of Viral Marketing

Viral marketing can take many forms. This can range from interactive Flash games, video clips, eBooks, brandable software, images, or even text messages. The most common type of viral marketing is through social media, but essentially, a viral marketing campaign can be conducted through any medium.

What's crucial is that the message is easy to share and compels people to do so. A successful viral marketing campaign also needs to target the right people with the right message at the right time.

Role of Viral Marketing in Performance Marketing

Performance marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers and marketing companies are paid when a specific action is completed; such as a sale, lead, or click.

Viral marketing plays a significant role in performance marketing. It's a strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands or millions.

Benefits of Viral Marketing in Performance Marketing

Viral marketing can be a very successful way to promote a business. It is a great way to engage with your audience, create more visibility for your brand, and increase sales. The more people who know about your business, the more potential customers you have.

Moreover, viral marketing can be a cost-effective marketing strategy, as it relies on customers to share the message. This means that the cost per impression can be much lower than traditional marketing methods.

Challenges of Viral Marketing in Performance Marketing

While viral marketing can be highly effective, it's not without its challenges. One of the main challenges is that it's not always easy to create content that will go viral. It requires a deep understanding of what your audience wants and what will resonate with them.

Another challenge is that viral marketing can be unpredictable. You can't always predict what will go viral, and even if something does, it doesn't necessarily mean it will lead to sales. Therefore, while viral marketing can be a part of a successful marketing strategy, it shouldn't be the only strategy a business relies on.

Key Elements of a Successful Viral Marketing Campaign

Creating a successful viral marketing campaign requires careful planning and execution. There are several key elements that every viral marketing campaign should have to increase its chances of success.

These include a unique and compelling message, a strong call to action, an understanding of the target audience, and a way to measure and analyze results. Without these elements, a viral marketing campaign is unlikely to achieve its desired results.

Unique and Compelling Message

The first step in creating a successful viral marketing campaign is to create a unique and compelling message. This message should be something that your audience can connect with and that they will want to share with others.

It's important to remember that what makes a message "viral" isn't just the content of the message, but also how it's delivered. A unique, compelling message is more likely to be shared, increasing the chances of your campaign going viral.

Strong Call to Action

A strong call to action is another important element of a successful viral marketing campaign. This is what encourages your audience to take the desired action, whether that's sharing your message, signing up for your newsletter, or making a purchase.

A strong call to action should be clear, concise, and compelling. It should tell your audience exactly what you want them to do and why they should do it.

Understanding of the Target Audience

Understanding your target audience is crucial to the success of your viral marketing campaign. You need to know what resonates with them, what their needs and wants are, and what type of content they are likely to share.

By understanding your target audience, you can create a viral marketing campaign that is tailored to their interests and needs, increasing the chances of your campaign being successful.

Measurement and Analysis

Finally, measurement and analysis are key to the success of any viral marketing campaign. This involves tracking the results of your campaign, analyzing the data, and making adjustments as necessary.

By measuring and analyzing your results, you can see what's working and what's not, allowing you to make changes to your campaign and improve your results.

Examples of Successful Viral Marketing Campaigns

There have been many successful viral marketing campaigns throughout the years. These campaigns have used a variety of strategies and tactics to achieve their goals, and they provide valuable lessons for businesses looking to create their own viral marketing campaigns.

Let's take a look at a few examples of successful viral marketing campaigns and what made them so effective.

Old Spice's "The Man Your Man Could Smell Like"

Old Spice's "The Man Your Man Could Smell Like" campaign is one of the most well-known examples of a successful viral marketing campaign. The campaign featured a series of humorous videos featuring actor Isaiah Mustafa, who delivered a rapid-fire monologue while performing various feats of manliness.

The videos were a huge hit, and they quickly went viral. The campaign was successful because it was unique, humorous, and it resonated with the brand's target audience. It also had a strong call to action, encouraging viewers to buy Old Spice products.

Dove's "Real Beauty Sketches"

Dove's "Real Beauty Sketches" campaign is another example of a successful viral marketing campaign. The campaign featured a series of videos in which a forensic artist drew sketches of women based on their own descriptions and then based on descriptions from strangers.

The campaign was a huge success, with the videos being viewed millions of times. The campaign resonated with women around the world, and it helped to promote Dove's brand message about real beauty.

ALS Ice Bucket Challenge

The ALS Ice Bucket Challenge is perhaps one of the most successful viral marketing campaigns of all time. The campaign involved people dumping a bucket of ice water over their heads and then nominating others to do the same, all in an effort to raise awareness and funds for ALS research.

The campaign was a huge success, raising millions of dollars for ALS research and significantly increasing awareness of the disease. The campaign was successful because it was simple, fun, and for a good cause, all of which encouraged people to participate and share the challenge with others.

Conclusion

Viral marketing, when done correctly, can be a powerful tool in a marketer's arsenal. It can help to increase brand awareness, reach a larger audience, and drive sales. However, it's important to remember that viral marketing isn't a guaranteed success. It requires careful planning, a deep understanding of your target audience, and a compelling message.

By understanding the key elements of a successful viral marketing campaign and learning from successful examples, businesses can increase their chances of creating a viral marketing campaign that achieves their goals. Whether you're a small business owner looking to increase your visibility or a marketing professional looking for new strategies, viral marketing offers a unique and effective way to reach your audience.