The Role of Viral Marketing in Purchasing among Female Internet Users essay
VIRAL MARKETING AND PURCHASING VIA THE INTERNET
According to the study conducted by one of the interactive marketing agencies, about 89% of Internet users in the USA “share content with others via e-mail” (Nearly 90% of Internet Users Share Content via Email According to Sharpe Partners’ Study on Viral Marketing; Humorous Marketing Messages Are Shared the Most, 2006). Moreover, the study proves that women are the most active Internet users who share content with other Internet users.
Michael Silverstein and Kate Sayre are sure that “women drive the world economy” (Silverstein & Sayre, 2009:2). In their report, it is found that female Internet users are greatly influenced by viral marketing techniques. They use product advertising in order to make purchases via the Internet (Aguirre, 2001; Dwyer, 2007). It means that the role of viral marketing in purchasing among female Internet users is great.
Martha Barletta states that all the companies should recognize the purchasing power of women as they play an important role of buyers in the market environment. The reason to this fact is that “women are now deeply integrated into the workplace, are more educated on average than men and often earn as much as or more than men” (Barletta, 2003:6). Advertising and web site marketing play important role in purchasing making process of women. Virtual communities as “a new type of social formation on the Internet” greatly affect sales by means of viral marketing tools (Pentina et al., 2008:114).
VIRAL MARKETING AND ITS CONCEPTUAL APPLICATION TO EVENT MARKETING
It is clear that viral marketing is closely connected with event marketing. As the key to any event, including sport events, cultural events, and so on, is attendance, event marketing will be more effective by means of different viral marketing techniques (Sutherland, 2008). In this case, text messages and the power of Internet can help to gather many people. It is found that “incorporating text messaging into the event marketing can provide valuable information to the event organizer and increase attendance” (Bauersfeld, 2010:1). There are several benefits of using a text message to call to action in advertising. First of all, using text messages as the tool of viral marketing can help to increase attendance. Secondly, text messages can help to advance sales planned for this or that event. Thirdly, using text-to- vote or text –to-win campaigns during the event can help to improve the clients’ satisfaction (Bauersfeld, 2010; Forbus & Hanis, 1997). Marketing competence depends on the effectiveness of word of mouth marketing (Frazier & Huddleston, 2009).
CONCLUSION
In conclusion, it is necessary to say that viral marketing plays an important role in purchasing among Internet users, especially among female Internet users. Viral marketing is a powerful and rather inexpensive approach to make any event, including sport competitions, or some festivals more effective. Text messages are essential for planning any event marketing. Today viral marketing is represented by a great variety of different techniques which help to promote products and services in the conditions of the competitive market when many companies sell similar products and offer similar services. Viral marketing is a powerful tool for many companies and firms.
