...Viral Marketin To : Mohammad Anisur Rahman, Assistant Professor From : Shah Alam Laskar, ID# 201103109 Date : November 16, 2012 Re : Assignment-03 Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks and other technologies to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses (cf. internet memes and memetics). It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks. Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most common utilized transmission vehicles for viral messages include: pass-along based, incentive based, trendy based, and undercover based. However, the creative nature of viral marketing enables "endless amount of potential forms and vehicles the messages can utilize for transmission" including mobile devices. The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period...
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...Viral marketing, viral advertising, referring to marketing techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses (cf. Internet memes and memetics). It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.[1] Viral advertising is personal and, while coming from an identified sponsor, it does not mean businesses pay for its distribution.[2] Most of the well-known viral ads circulating online are ads paid by a sponsor company, launched either on their own platform (company webpage or social media profile) or on social media websites such as YouTube.[3] Consumers receive the page link from a social media network or copy the entire ad from a website and pass it along through e-mail or posting it on a blog, webpage or social media profile. Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most commonly utilized transmission vehicles for viral messages include: pass-along based, incentive based, trendy based, and undercover based. However, the creative nature of viral marketing enables an "endless amount of potential forms and vehicles the messages can utilize for transmission",...
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...'Mischief' is the guiding philosophy behind the brand's marketing and has been a core aspect of the business from the outset. Woolfenden, marketing director at the Irish bookmaker, says this stems from one of its founders, Stuart Kenny - an embodiment of 'mischief and entertainment'. It is embraced by the whole business, so it is common for colleagues to pitch mischievous ideas. Social media is at the heart of Paddy Power's marketing, often inspiring both its digital and above-the-line campaigns. 'We hear you' is the brand's ad strapline and, alongside mischief, a central marketing theme. 'If you look at what people tweet to Paddy Power, or go on our Facebook page, there's always good stuff,' says Woolfenden. 40% - Paddy Power's share of the social audience among bookmakers, 330% - Increase in Paddy Power's social footprint since January 2012 Source: Paddy Power (BrandRepublic, 2012) QuBit Social score breakdown, July, 2012 Paddy Power have the strongest social presence: The QuBit social scores are calculated based on each company’s reach on each social network, which is then weighted based on the average time spent on the website and revenue driven through each source. Betfair and Paddy Power was the only site to have engaged across all five key social networks, with a notable presence on the rapidly growing site Pinterest, which has been found to proportionally drive far more revenue than Twitter. (Qubit products, 2012) The strength of brands within the online gambling...
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...selecting this demographic, Hasbro further segmented it by targeting boys in between 8 to 12 years of age. This age group has a strong dependence on opinion leaders, is widely influenced by others and place an importance on brand names and trends. While it was estimated that this group spends $14 billion per year, there is still a significant portion of that money that comes from “toy givers” - which typically respond better to traditional marketing efforts; TV commercials Radio Ads Print Ads Catalogs Direct Mail Promotional tools (price packs, prizes, tie-in promotions) The actual target market of tweens will respond better to viral marketing efforts; WOM (Word of Mouth) BUZZ marketing ''key influencers'' Exclusivity/Popularity/Social influence Negotiate product placement in store and weekly advertisement through; Discount off-list price Display or advertising allowance Free product with large order (12 free games with every 500 purchased) The risk companies take with viral marketing is that consumers do not share their experience or the experience is negative. Both instances result in a failure to create “buzz” and will cause sales to remain flat or decline. If Hasbro utilizes a hybrid approach, they will have an opportunity to generate sales through the traditional tactics if the non-traditional campaign is not successful. Next Steps Manufacturers must focus more on creating high-value, multimedia strategies...
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...MAKE YOUR VIRAL MARKETING VIRAL Justine P. Castellon Consumer Strategist Market Place 2.1 All contents copyright © 2007, Justine P. Castellon . All rights reserved. What is viral marketing? refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes. marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily a promotional method that is of the customers, by customers, and for customers. What does a virus have to do with marketing? “Like viruses, take advantage of the rapid multiplication to explode the message to thousands – or even to millions.” Elements of a Viral Marketing Strategy 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 Elements of a Viral Marketing Strategy Gives away valuable products or services "Free" is the most powerful word in a marketer's vocabulary. Free attracts attention. Attention then see other desirable things that you are selling Give away something, sell something. Elements of a Viral Marketing Strategy Provides for effortless transfer to others Viruses only spread when they're easy to transmit e-mail website Blogs SMS – – – – Simplify your...
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...Guerrilla marketing as a strategy for globally reputed brands Synopsis Submitted By- Abhishek Anil Patil 41, PGDM-A Guerrilla Marketing as a strategy for Globally reputed brands Guerrilla marketing is a technique that used by firms to increase firms’ productivity in order to achieve firms’ value and mission. The crowded competitive business environment is a main influence that had cause failures to most of the firms that are not standing out enough or not popularly known by potential customers. There are the different of elements between guerrilla marketing and traditional marketing to plan marketing strategy that achieve maximum goal of the firm. Guerrilla marketing has a wide variety of benefits to the firms in term of to increase the awareness of brand image and the production of firm. Besides that, the guerrilla marketing could be negative to the firm if the firms fail to plan a proper marketing strategy. Therefore, firms have to be well prepared on the guerrilla marketing strategy and practice the efficient guerrilla marketing strategy in business practices. Guerrilla marketing is used by SMEEs (Small and Medium Sized Enterprises) because they are in the business of substituting brains for cash in the marketing wars—they want a place at the (economic) table but can not afford to purchase the type of mass marketing available to larger firms. So they resort to Guerrilla marketing. Of course, Guerrilla marketing is not limited to SMEEs; larger...
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...From an analytical prospective, explain why do you think PayPal has been so successful throughout the world? PayPal had become the largest, faster and secure online payment system. It is founded in the year 1998 that provided services of transfer money from one another via internet. It started to provide internet payment services in 1999. At first PayPal named as Confinity. In 2001, the name had been changed from Confinity to PayPal. Unluckily, in 2002, eBay successes bought PayPal with US $ 1.5 million. Now, PayPal can said as successful online payment system which recognised by everyone around the world. It is because PayPal have more than 132 million active accounts and operates in 193 worldwide markets. Also, PayPal providing 26 currencies around the world that enabling customers to send, receive and hold funds. PayPal a successful globalization services handled around 8 million of payment every day. In 2012, PayPal which is under eBay organization had contributed 40% of eBay Inc’s revenues. (PayPal, n.d.) PayPal can be said as the leader of secure and convenience online service. It is because PayPal have many year experiences in this field and cooperate with many partners for survival. (Paypal Introduction, n.d.) To sign up an account of PayPal is very easy and fast its only takes few minutes. Customers must provide a valid debit or credit cards number and linked it with own account. PayPal not only a platform for transferring money to sellers, it also can be used...
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...UNIVERSITY OF WEST LONDON Research Proposal Module Title: Research Methods Module Code: BA7005E Assessment: 2 Semester 2: Academic Year YYYY/YYYY Course: MA Marketing Mode: FT Preliminary Research Title: Investigating the Antecedents of Viral Marketing. Field: Marketing Tutor: Sharif Sheriff Preference for Supervisor: Karen Kalantari or Caroline Walsh Table of Contents 1. Preliminary Research Title ...................................................................................................................... 2 2. Abstract .................................................................................................................................................. 2 3. Introduction ............................................................................................................................................ 2 4. Literature Review ................................................................................................................................... 3 5. Research Question ................................................................................................................................. 4 6. Methodology .......................................................................................................................................... 5 6.1. Research Method ......................................
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...Channel White Paper Online viral marketing: the strategic synthesis in peer-to-peer brand marketing By Justin Kirby, managing director www.dmc.co.uk online@dmc.co.uk If you’re selling the next iPod™ or another product that has an inherent wow factor, you can stop reading now. But if your brand, service or product is not so one-in-a-million, read on – you can still generate massive peerto-peer endorsement © 2004 Digital Media Communications Ltd (DMC). All rights reserved. All trademarks and registered trademarks acknowledged. Not to be reproduced in whole or in part without the express written permission of Digital Media Communications Ltd Brand Channel White Paper, July 2004: Online viral marketing, the strategic synthesis in peer-to-peer brand marketing 2/5 Ever since marketers acknowledged that there’s too much advertising (so people have learned to tune it out), and too many media channels (which makes it harder for advertisers to reach their now-fragmented audiences), they’ve been looking for alternative ways to get consumers to buy into their brand and buy their products. Most of the solutions being explored try to re-engage and interact with consumers in an old-style, ‘top-down’ approach, whereby Above-The-Line (ATL) mainstream media activities focusing on the brand are driving the communication. [Figure 1.] Yet one of the most credible solutions to the ‘much advertising no longer works’ problem is word-of-mouth marketing, whose raison d’être is encapsulated...
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...Mutah University ------------------------------------------------- “Effects of viral marketing on fast food restaurants customers’ satisfaction” Done by: - Ala Momani. - Saif Obidat. - Ala'a Al-qadi. Supervisor: Dr. Malek Al-Majali Index Subject | Page | Chapter 1 | | 1.1 Introduction | 3 | 1.2 Study statement | 4 | 1.3 Study questions | 4 | 1.4 Objectives. | 4 | Chapter 2 | | 2.1 Literature study | 5 | 2.2 Previous studies | 6 | 2.2.1 Measure of viral marketing impact on purchasing decision. | 6 | 2.2.2 Determinants of Customer Satisfaction in Fast Food Industry. | 6 | 2.2.3 The Viral makes you aware -How is brand association affected by viral marketing through individual networks? | 7 | 2.3 Fast food restaurants firms’ effort in social media | 7 | 2.4 Dimensions of viral marketing affecting customers’ satisfaction. | 10 | 2.4.1 Promotion | 10 | 2.4.2 Brand Awareness | 10 | 2.4.3 The Brand Trust | 12 | 2.4.4 Brand Association | 14 | Chapter 3 | | 3.1 Conceptual Model and Hypotheses | 15 | references | 16 | Chapter 1 1.1 Introduction Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve there goals. viral marketing uses the instincts of humans to communicate share knowledge and socialize with each other , due to the wide spread of the...
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...executives on the future of marketing Steve Ridgway CEO of Virgin Atlantic Airways John Hayes CMO of American Express Duncan Watts Principal research scientist at Yahoo! Research There is no quick path to success in the new era of customer engagement. Progress is likely to come incrementally—by listening to customers, making adjustments to engagement strategies, and learning through trial and error. Since diverse perspectives will be essential to mastering this new landscape, McKinsey’s Luke Collins, Tom French, and Paul Magill recently sought out three practitioners with very different vantage points on marketing’s future. Virgin Atlantic Airways CEO Steve Ridgway talks about how his company recently has been pushing the boundaries of collaborating with customers, while experiencing the pleasant surprise of a successful mass-media campaign. American Express CMO John Hayes discusses what today’s “marketing revolution” means and describes some of the organizational steps he has taken to get ahead of it. Duncan Watts, principal research scientist of the Human Social Dynamics group at Yahoo! Research, explains how today’s data-rich environment exposes the limits of intuition in marketing and the need to take a scientific approach to understanding consumers. A summary of those conversations follows. 2 The CEO Virgin Atlantic Airways’ Steve Ridgway If we get our customers off the plane happy, and they go on to talk about it, that’s a huge marketing tool for us. Steve Ridgway...
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...(wikipedia.com). In 1998, McDonald’s made an initial minority investment in the corporation and become its largest investor by 2001 (wikipedia.com). The investment from McDonald’s granted Chipotle the opportunity to quickly expand from 16 restaurants in 1998 to 837 locations in 2009 (wikipedia.com, slideshare.net). While Chipotle is one of the fastest growing restaurants in North America, the corporation faces competition from corporations such as Moe’s Southwest Grill, Qdoba Mexican Grill, Rubio’s Fresh Mexican Grill, Panchero’s Mexican Grill, and Baja Fresh (wikipedia.com). In addition to numerous competitors in the fast-casual Mexican market, Chipotle must also adapt to changes in the marketing environment that involve the evolution of new technologies and concepts such as increased use of the Internet, viral technology, and social networking sites such as Facebook, Twitter, and MySpace. In order to counteract the presence of market competitors while leveraging the...
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...MUSIC MARKETING & PROMOTION What is marketing? Understanding and satisfying customer’s needs, desires Accordingly understanding and defining the “potential” market and its needs! Difficulty in the music industry: Emotions and experiantial responses/needs are involved, which are unique to each person Music defines its market by genres, demographics this helps the segmentation, so that sets of consumers with common needs, characteristics are put together Branding Def.: put very simply it is a symbol, name, logo to differentiate one product from another. But it’s far more complex because it actually is a sort of shorthand for values linking the conusmer with the product. Attention: Brand value/identity does not always equal brand image (perception of the brand) Marketing mix: 4P + 3P= Product, Place, Price, Promotion + People, Physical Evidence, Process Gatekeeping: Opinion leaders influencing the target audience. They control the info flow between the producersn and the consumers/the public/target audience. 1. A&R managers seeking new artists 2. Prioritization of artists when allocation productions, performances 3. Intl. Departments deciding who will “travel well” Who are the taste-makers/opinion leaders: press-freelance journalists, editors, TV presenters & producers, Club DJ’s, indie record store owners, bloggers Campaign: message about the artist & the product has to be always the same, everything needs to stick together...
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...Do I need a marketing strategy? Making and using a marketing strategy has a strong positive impact on profitability. This is because small businesses that employ a marketing strategy tend to focus on their customers and markets, integrate their marketing responses and work out in advance where their profits will come from. This briefing answers a range of questions people in small business often ask about marketing strategy: * what is a marketing strategy? * what's the difference between marketing strategy and business strategy? * where does the marketing mix fit in? * what is a marketing plan? * what information do I need and where do I get it? * what should my marketing strategy consist of? * how do I get started? What is a marketing strategy? A marketing strategy defines objectives and describes the way you're going to satisfy customers in your chosen markets. It does not have to be written down but it is easier to communicate to outsiders, like your bank manager or other investors, when it is. A set of strategies found quite commonly in smaller businesses are growth strategies. One way to look at strategies to grow your business is through the way you will use products and markets or customers. * Current product/current market Market penetration is a strategy of increasing your share of existing markets. You might achieve this by raising customers' awareness of your products and services or finding new customers. For further information...
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...Notes, Articles, eBook) on your eResources page for Week 4. Post your response to the following discussion questions by clicking on Reply. Electronic media is everywhere. What are trends in marketing that result from the convergence of entertainment, communications, and technology? When I think of the convergence of entertainment, communications, and technology, I automatically think of the internet. If ever there was a medium for these three entities to come together, the internet is certainly it. Marketers will try to place advertisements anywhere possible, but they will especially try to saturate mediums that they know will have the most potential viewers. The popularity of entertainment sites, like Hulu.com, on the internet makes it an ideal location for advertising. This is apparent to anyone who has ever watched a t.v. program, movie, or music videos online because before you get to view the program that you want, you are forced to endure advertisements that can last up to 90 seconds and then your program will start. Also, one of the biggest new trends in advertising is “viral marketing” which encourages the passing on of a marketing message and creates rapid and explosive exposure and influence to the message. Social networking is probably the newest marketing trend where entertainment, communications and technology converge. Anyone who uses Facebook or MySpace is familiar with not only the advertising that is visible right on their home page, but also the...
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