It no longer seems possible to talk about virtual or online marketing campaigns without referring to a) social media and b) viral marketing.

Social media is, basically, media that is driven by social interactions – which, in its contemporary form, generally operates online.
Viral marketing refers to promotional products and techniques which operate through social media via self-replicating processes that are likened to computer viruses – i.e. are spread via email, or via other virtual means that end up operating independently of the company that originally created them.

Techniques might include video clips that reach unlimited online audiences via YouTube; e-books that can be forwarded to interested parties via email; interactive games that can be played by visitors to company or social media websites; product promotions that can be shared via Facebook groups, and so on.

These products can be used to raise brand awareness, boost product sales, encourage customer loyalty, or achieve numerous other marketing objectives. They are spread as customers are encouraged to share them with friends, colleagues and other people they know will be interested.

It’s the online version of word-of-mouth – except, with a global audience accessible at the click of a mouse, the possibilities are far more extensive.

To succeed at viral marketing, you need to identify people who have high “Social Networking Potential”, or SNP – i.e. those who use social networking sites which are used by people who fit into your target audience profile.

Then, the challenge is to create innovative viral messages that will appeal to these individuals and are likely to be passed along.
Interested? Find out more about social media.