WEEK NINE: Viral Marketing
Distribution – Could viral marketing be the key?
Read the articles relating to viral marketing. Would it be appropriate for your new launch? Explain your reasons in 250 words.
‘We’re all obsessed with ideas, because ideas, not products, are the engine of our new economy.’
In Seth Goden’s book, Unleashing the Ideavirus, he discusses the many reasons as to why ideaviruses have taken the marketing world by storm, and how the viral marketing technique has proved to be a success when promoting a brand or idea. When comparing idea viruses to the traditional word of mouth promoting technique, Goden reinforces the concept that this method is unbeatable. ‘Idea viruses are easier to launch and more effective.’ He then goes on to explain, ‘Ideavirsues are critical because they’re fast, and speed wins and speed kills-brands and products just don’t have the time to develop the old way. Ideaviruses give us increasing returns-word of mouth dies out, but ideavirsues get bigger.’
Image of Ideavirus idea replicating and spreading.
For a launch of an independent fashion magazine using ideaviruses could create an advantage to promoting features and advertisement ideas that would feature in the magazine. By using ideaviruses of snippets that feature in the monthly magazine, it could potentially promote Urban Outfitters and other brands and concessions that are associated with the store, increasing numbers of the stores profits. ‘By aggregating mass audiences to themselves companies like Netscape and Hotmail are able to realise huge profits seemingly overnight, and they do it by spreading ideaviruses.’ It would be appropriate to consider spreading ideavirsues for the in-store supplement as ideas could be promoted on different media platforms, e.g. the Urban Outfitters website. ‘The profit from creating and owning an ideavirus is huge.’
Seth Godin. (2000) Why Ideas Matter. In: Unleashing The Ideavirus. Marina del Rey: Do You Zoom. p15.
Seth Godin. (2000) Why Ideas Matter. In: Unleashing The Ideavirus. Marina del Rey: Do You Zoom. p17.
Seth Godin. (2000) Why Ideas Matter. In: Unleashing The Ideavirus. Marina del Rey: Do You Zoom. p21.
Image screenshot from University powerpoint.