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How Can You Can Go From Zero To Hero Overnight? Viral Marketing!
By Michael Cheney, www.magnet4web.com ©, Sat Dec 10th
Everyone has heard about viral marketing but what is it and howlong will it survive? Viral Marketing is the creation of a message that isself-perpetuating and hence distributed exponentially after itsrelease. The Internet is full of many classic examples, the mostfamous one being that of the free email company - Hotmail. From Zero To Hero - Overnight!
When they started out Hotmail were missing a vital factor -traffic. The growth rate of their traffic was not sufficient tomeet the needs of the company and a boost was required. It wasat this point that the first mass viral marketing campaign viathe Internet was launched. As Hotmail was a free email service provider it could control,to a certain extent, the format of all outbound messages thateach Hotmail account holder
sent. It was this fact that led themto come up with a viral marketing campaign that has yet tobeaten and saw their traffic skyrocket and eventually lead toMicrosoft buying the company as a result of their exponentialgrowth. So what did they do? Simple. To the footer of each outgoingemail they attached a signature file that read: "To get your FREE email account goto www.hotmail.com". As more and more people received emails from existing Hotmailaccount holders so the word spread about their free emailservice and the rest, as they say, is history. But do campaigns such as this still work in today'sconsumer-orientated marketplace where Internet users are wise tosuch attempts at mass penetration? Viral Marketing Can Really Pack A Punch The incident with UK Member of Parliament John Prescott, acertain egg-throwing individual and an Internet-based game wouldsuggest so. This particular viral marketing example made it ontonational news in the UK! Panlogic, an advertising agency, whocreated an online game "Splat the MP" and launched it live ontheir website within 48 hours of Prescott's now infamousleft-hook against an egg-throwing protester. The results of this campaign were tremendous with peoplevisiting the site in their thousands due to the unique way inwhich it captured the public's imagination. Panlogic had reacheda truly national audience for a fraction of the cost that aconventional advertising or promotional campaign would haveincurred. All of which is good news for businesses recognising thepotential of the Internet - far from being dead viral marketingis only just starting to come alive. With advancements intechnology and high speed access not too far away the ways inwhich companies can get their potential customers to do theirmarketing for them look set to increase. Michael Cheney, www.magnet4web.com © About the author:Michael Cheney is the Author of The Website Marketing BibleTM: "High five Michael! Your bible is superb! The world needs toread it and learn from it." - Jay Conrad Levinson, Author of"Guerrilla Marketing" http://www.websitemarketingbible.com
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