The Role of Viral Marketing in Purchasing essay
THE DISADVANTAGES OF VIRAL MARKETING
Viral marketing has some disadvantages which should be taken into consideration by all companies and firms that are going to use viral marketing techniques for their business promotion (East, 2007; Gilliam, 2005). For example, the major disadvantage of the e-mail marketing campaign is that e-mails can be considered as spam. It is known that many e-mails can appear as spam in the e-mail system. It means that the recipients can miss the e-mails on advertising products and services and delete this information immediately. The wasted time for the owner of this or that company can have negative financial consequences (Benefits and Drawbacks of E-Mail Marketing Campaign, 2010). The same negative consequences of the use of viral marketing can be related to video clips, e-books, blogging and so on. Negative word of mouth complains are often connected with customers’ dissatisfaction of the quality of products or services (Halstead, 2002; Hahn & Blankenship, 2006).
VIRAL MARKETING AND SOCIAL MEDIA
It is known that social media is related to online media “that expedites conversation as opposed to traditional media which delivers content but does not allow readers, viewers, listeners to participate in creation and development of the content” (Hensel & Deis, 2010:87). Social media includes a wide variety of forms, such as social sharing sites You Tube and Flickr, social networks Linkedln and Facebook and other ones (Kaser, 2007). Twitter is also an effective marketing tool (Bulearca, 2010). Viral marketing has direct relation to social media (Lewis, 2002:197). Some experts are sure that social media is a so-called driving force in the Attention Age, which is related to the first years of the 21-st century. The Attention Age gives an opportunity to create and consume information without delay in order to distribute this information via the Internet. Viral marketing techniques are of great importance in the Attention Age. Hensel and Deis consider that it is impossible to ignore the impact of social media on marketing (Hensel & Deis, 2010). In their article, Hensel and Deis state that social media has the following advantages for successful development of viral marketing: development of relationships between consumers and sellers, promotion of products and services, building a large web presence, and other aspects (Hensel & Deis, 2010).
MARKETING THEORY AND ITS APPLICATION TO VIRAL MARKETING
Marketing theory has the major goal – to sell products in the specific markets. It is known that marketing theory is based on the fact that the use of mass media is vital for successful business development because mass media helps to convince consumers to buy products. Moreover, marketing theory is focused on the improvements of old products and on providing information concerning the features of the product (Vanmeenen, 2005). Viral marketing can be used as a tool of marketing theory because it helps to increase the value of the product or service (Johnson, 2011; Vargo, 2007).
It is known that many marketing theories are connected with the choice of marketing actions. It is necessary to use marketing logic “in a consumer oriented way” that addresses their assumptions and risks (Wilkinson & Gray, 2007). Many experts consider that some typical activities which could be effectively used to facilitate the diffusion of marketing theory include “the online access to tools, stories, case studies, videos, newsletters, book programs, local forums, workshops and question and answer sessions online or in a face to face context such as down the pub and at the football game” (Wilkinson & Gray, 2007:1). It means that viral marketing is an important component of marketing theory, because it includes the use of e-mails, newsletters, chat rooms, video clips, flash games, blogging, and tell-a-friend scripts (Mason, 2007). So, viral marketing is not just a strategy, it is an art form used to create successful marketing campaign (Godes & Mazlin, 2004).
DIFFUSION OF INNOVATIONS THEORY AND ITS APPLICATION TO VIRAL MARKETING
Diffusion of innovations theory is a theory that tries to explain how new technologists are spread through different cultures. This theory was developed by Everett Rogers in 1962. According to his ideas, diffusion can be considered as a process by which this or that innovation is communicated through appropriate channels over time among all the members of the social system. Kari Stephansen analyzes viral marketing in relation to diffusion of innovations theory. He argues that “public relations professionals are laggards in terms of adopting viral marketing. It is important for public relations to understand that they must follow their audience on-line and build brand relationships with them through the social means of viral marketing” (Stephansen, 2010:1).
It is found that social network and electronic communication, including viral marketing can facilitate the diffusion of innovation process by means of the higher speed of communication (Silverman, 2001). However, it depends on the cultural figurehead acceptance. It means that viral marketing campaigns should be culturally accepted by the consumers. In other words, such innovation will not be accepted unless the main cultural figures accept the idea of innovation (Smith, 2011). Some experts consider that word of mouth marketing is “a real secret weapon of building a brand” (Fernando, 2004:10).
