However, the creative nature of viral marketing enables an "endless amount of potential forms and vehicles the messages can utilize for transmission", including mobile devices.
[7] 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.
[9] The emergence of "viral marketing", as an approach to advertisement, has been tied to the popularization of the notion that ideas spread like viruses.
In early 1989, thousands of posters declaring "Marcus is Coming" were placed around Sydney, generating discussion and interest within the media and the community about the meaning of the mysterious advertisements.
[citation needed] Chiat / Day created a 'stealth' campaign to go after influencers and opinion leaders, using street teams for the first time in brand marketing and layered an intricate omni-channel web of info and intrigue.
[citation needed] Bob Gerstley wrote about algorithms designed to identify people with high "social networking potential.
In 2004, the concept of the alpha user was coined to indicate that it had now become possible to identify the focal members of any viral campaign, the "hubs" who were most influential.
Alpha users could be targeted for advertising purposes most accurately in mobile phone networks, due to their personal nature.
In this sense, some of the key cognitive outcomes of viral marketing activities can include measures such as the number of views, clicks, and hits for specific content, as well as the number of shares in social media, such as likes on Facebook or retweets on Twitter, which demonstrate that consumers processed the information received through the marketing message.
Besides statistics that are related to online traffic, surveys can assess the degree of product or brand knowledge, though this type of measurement is more complicated and requires more resources.
Some of them include the most known online and social media statistics such as number and quality of shares, views, product reviews, and comments.
Consumers' brand engagement can be measured through the K-factor, the number of followers, friends, registered users, and time spent on the website.
Indicators that are more bottom-line oriented focus on consumers' actions after acknowledging the marketing content, including the number of requests for information, samples, or test-drives.
Consumers' behavior is expected to lead to contributions to the bottom line of the company, meaning increase in sales, both in quantity and financial amount.
While what Puriwat and Tripopsakul publish outlines what makes an effective campaign, there is also forewarnings that negative word-of-mouth messages about a brand or product have more power over a consumers purchasing decision.
Wilert and Tripopsakul found that viral marketing is a tool that has shown to be more beneficial in targeting a younger demographic than the older audience.
[39] The introduction of social media has caused a change in how viral marketing is used and the speed at which information is spread and users interact.
[43] First, unintentional influences,[44][43] because of brand satisfaction and low involvement, their action is just to deliver a company's message to a potential user.
[46][47] Social media stars such as YouTuber Zoella or Instagrammer Aimee Song are followed by millions of people online.
Online celebrities have connection and influence with their followers because they frequently and realisticly converse and interact on the Internet through comments or likes.
Agencies are placing social media stars alongside singers and musicians at the top of the heap of celebrity types they had worked with.
[49] For example, Alberto Zanot, in the 2006 FIFA Football World Cup, shared Zinedine Zidane's headbutt against Italy and engaged more than 1.5 million viewers in less than the very first hour.
Another case, Aimee Song who had over 3.6m followers on the Instagram page and became Laura Mercier's social media influencers, gaining $500,000 monthly.
[51][45] Neilsen reported that 80% of consumers appreciated a recommendation of their acquaintances,[61] as they have reasons to trust in their friends delivering the messages without benefits[61] and helping them reduce perceived risks behind choices.
This mainly caught the attention of teenage boys who thought it funny to blend and destroy anything they could;[65] even though the videos went viral, they did not target potential buyers of the product.
No problem.” Due to Oreo’s quick thinking and clever marketing created traction and caused thousands of tweets and retweets.
They created a 15 second song called #Eyes lips face in October 2019 for their customers to utilize in whatever form they choose on social media.
[74] While the Grimace's Birthday campaign was already a success for McDonald's, the trend boosted sales even higher and kept them high all the way until the end of the promotion on June 29.
Pyle stated that wanted to do something fun and novel for the Halloween season but to keep the photos professional at the same time, and hired photographer Bradley Johnson to take several pictures of him dressed as Ghostface raking leaves in the backyard, preparing to carve a pumpkin in the kitchen, standing on the front and back porches, and peeking out behind curtains and doors.
The listing received a cash offer within 4 days and the immense popularity resulted in the home becoming overbooked during the open house and subsequent viewings.