2-Viral marketing.pptx. Ppt on marketing

Viral marketing

1. E- Marketing

2. E-Marketing Marketing Marketing is creation of demand for your product or service. If everything goes well, the demand should translate into sales and ultimately revenue. E-Marketing/ Digital Marketing Digital Marketing drives the creation of demand using the power of internet. It creates value for the business in the form of Time Attention Advocacy from the customers For users value is created in the form of UTILITY.

3. Objective of E-Marketing 5Ss Sell: Grow Sale Serve: Add Value Speak: Get closer to the customer Save: Save Cost Sizzle: Extend the brand online.

4. Sell: Using Internet as a Sales Tool Any thing can be sold online, from books to bikes, jobs to jets, turbines to toys and chemicals to kidneys. Clearest Benefit is the capability to sell from online presence. If it cannot then, it can support the buying decision . Direct Online Revenue Contribution Defines the proportion of sales transactions completed online. E.g : A bank might try to achieve 10% of its insurance sales online. Mixed Mode Selling - Many products and services are partly bought online. - Shoppers browse online collecting information prices and special offers before visiting stores and show rooms to buy product. - Organizations must be able to sell both online and offline. E.g .: BMW finds more than half of their test drives are generated from websites.

5. EasyJet Sell.

6. Serve/ Adding Value How can a website help customers improve their experience or add value to their experience? GE Power Systems : Created a web based tool called ‘ turbine optimizer ’ that enables operators of any GE turbine to measure and improve their machines efficiency by comparing its performance against any similar turbines anywhere in the world. Intel – Adds value by sharing inventory information with the customer. They track their inventories second by second by sharing relevant information to the user and make this information available to their user. A web presence can be used to add value at different stages of buying process Pre Sales During Sales Post Sales.

7. Objective: Speak Objective: Get Closer to the customer by communication. Following communication tools are there to speak to the customers when they are not website and build traffic. Search Engine Marketing (SEM) Opt in email Viral Marketing Online PR Online Partnership Interactive advertising

8. Objective: Save This along with Sell catches ears of top management. Saves Time Money Effort. E.g.: Dell showed that they saved $5-$10/ customer that adds up to millions. Cisco save hundred of millions of dollars every year through their web based customer services. Huge saving on transactional cost when completed online. Savings in Print and Distribution.

9. Objective: Sizzle Enhance Brand by adding value. “Oomph Factor” Brand affected by- Perception & Reality. Reality of actual experience enjoyed (or suffered) when using a brand. Perception associated with particular product. Perceptions are built through advertising, sales promotion, mails, websites, word of mouth and so on. Perceptions built by marketing strategies. Example: Oasis- Pop Band launched a free CD with SundayTimes newspaper . The CD contained older tracks and 4 new tracks that were encrypted and could be played only 4 times and then the user was directed to their website to buy the album

10. Marketing Techniques Viral Marketing Search Engine Marketing (SEM) Email and Permission Marketing Affiliate Marketing Advertisements (PPC)

11. Viral Marketing

12. Any strategy that encourages individuals to pass on a marketing message to others, creating the  potential for exponential growth in the messages exposure and influence.

13. Origination In 1998, hotmail acquired more than 12 million subscribers in over 18 months by spending as less as half a million dollars as compared to it competitor Juno who spend more than 20 million US dollars. The only difference was its marketing Strategy: Viral Marketing Term became prominent when used to describe marketing campaign for email services- hotmail.com. Best way to entice the customers would be to Reach the friends, family and colleagues of each user they had. The footer of each and every email sent from hotmail account had link “ Want a free email account? Sign up for hotmail today” Strategy called viral. Worked Wonders and hundreds of thousands signed for the free email account. Rest all is history.

14. Viral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward to a large number of friends, the overall growth is very fast. If the pass-along numbers get too low, the overall growth quickly fizzles.

15. Functioning To make viral marketing work, three  basic  criteria must be meet Giving the right message to the right messengers in the right environment.

16. Message Memorable and sufficiently interesting to be passed on to others. Spicy and enjoyable too. Potential to spur a viral marketing phenomenon . Simply more infectious.

17. Messenger Market Mavens :- Market mavens are information specialists . They are usually among the first to get exposed to the message and who transmit it to their immediate social network. Social Hubs :- They are people with an exceptionally large number of social connections; they often know hundreds of different people and have the ability to serve as connectors  or bridges between different subcultures. Salespeople :- They might be needed who receive the message from the market maven, amplify it by making it more relevant and persuasive, and then transmit it to the social hub for further distribution.

18. Environment The environment is crucial in the rise of successful viral marketing. Small changes in the environment lead to huge results, and people are much more sensitive to environment .  The timing and context of  the campaign launch must be right.

19. Viral marketing may take the form of Video clips Interactive Flash games Ebooks Branded software Images Text messages

20. Elements of a Viral Marketing Strategy  Gives away products or  services . Provides for effortless transfer to others. Scales easily from small to very large. Exploits common motivations and behaviors. Utilizes existing communication networks. Takes advantage of others resources . http://webmarketingtoday.com/articles/viral-principles / trick- (IFVESURE)

21. Gives away products or services “Free” - Most powerful word in a marketer’s vocabulary. Most viral marketing programs give away valuable products or services to attract attention. Free email services, free information, free “cool” buttons, free software programs that perform powerful functions but not as much as you get in the “pro” version. “Cheap” or “inexpensive” may generate a wave of interest, but “free” will usually do it much faster. Free attracts eyeballs. Eyeballs then see other desirable things that you are selling, and, presto! you earn money. Eyeballs bring valuable email addresses, advertising revenue, and ecommerce sales opportunities. Viral marketers practice delayed gratification. They may not profit today, or tomorrow, but if they can generate a groundswell of interest from something free, they know they will profit “soon and for the rest of their lives”.

22. Provides for effortless transfer to others The medium that carries your marketing message must be easy to transfer and replicate Example: Email, website, graphic, software download. Works famously on the Internet because instant communication is easy and inexpensive. From a marketing standpoint, you must simplify your marketing message so it can be transmitted easily and without degradation. Short is better. The classic is: “Get your private, free email at http://www.hotmail.com.” The message is compelling, compressed, and copied at the bottom of every free email message.

23. Scales Easily from Small to Very Large To spread like wildfire, the transmission method must be rapidly scalable from small to very large. Example: Hotmail model A free email service requires its own mail servers to transmit the message If the strategy is wildly successful, mail servers must be added very quickly or the rapid growth will bog down and die. Plan ahead of time to build scalability to the viral model.

24. Exploits Common Motivations and Behaviors Clever viral marketing plans take advantage of common human motivations. The desire to be cool. Greed drives people. So does the hunger to be popular, loved, and understood. The resulting urge to communicate produces millions of websites and billions of email messages. Design a marketing strategy that builds on common motivations and behaviors for its transmission, and you have a winner.

25. Utilizes Existing Communication Networks Learn to place your message into existing communications between people, and you rapidly multiply its dispersion. Social scientists tells that each person has a network of 8 to 12 people in his or her network of friends, family, and associates. They collect email addresses and favorite website URLs.

26. Takes Advantage of Others’ Resources The most creative viral marketing plans use others’ resources to get the word out. Affiliate programs, for example, place text or graphic links on others’ websites. Authors who give away free articles, seek to position their articles on others’ webpages . A news release can be picked up by hundreds of periodicals and form the basis of articles seen by hundreds of thousands of readers. Now someone else’s newsprint or webpage is relaying your marketing message. Someone else’s resources are depleted rather than your own.

27. Examples Subservient Chicken-   Burger King’s 2004 viral marketing campaign for their chicken sandwiches shows just how fun going viral can be. The Subservient Chicken was a man dressed in a chicken outfit who would perform whatever action you commanded him to. Just one day after the site’s launch, one million people had already given their commands to the subservient chicken .

28. Subservient Chicken

29. Kolaveri Di India’s biggest ever viral hit. Case studied at IIMs.