Alternative marketing thinking

iCONTRACT

What Is Viral Marketing?

Seth Godin has a great post that explains what viral marketing really is. From ideas like Hotmail and YouTube, where the marketing is the product itself; the more people use them, the more people see them. The more people see them, the more people use them. The product or service must be something that improves once more people use it. To a second kind has evolved over the last few years, and that’s a marketing campaign that spreads but isn’t the product itself. Shepard Fairey’s poster of Barack Obama was everywhere, because people chose to spread it. It was viral (it spread) and it was marketing (because it made an argument–a visual one–for a candidate.) He has a word of advice for marketers rushing into the viral marketing frenzy. Marketers are obsessed with free media, and, as is often the case, we blow it in our rush to get our share. We create content that is hampered or selfish or boring. Or we create something completely viral that doesn’t do any marketing at all. Read the whole post here. Also download his book on the idea virus here.

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