Building Effective Web Sites
Since 2001, there has been quite an online revolution marketing-wise. When you connect to a search engine at the present time, viral adverts appear. We need not read too far into most industry articles before banners get the obligatory bashing, and tales of weal in interactive ad spending have been far less in number than those of woe. Yet in this hazy cloud of uncertainty, two items in the online budget are clearly NOT being tightened: SEO and Viral Marketing. Rather, more and more companies are allocating greater and greater percentages of the online buy to these two increasingly accepted members of the media mix.
While articles about each discipline alone are growing everyday, though, just try and find a single one addressing the two in tandem. After all, who would ever have imagined that Viral Marketing is actually a massive secret weapon in SEO success? Now let’s cut to Viral Marketing. Ever wonder how a free download gets on 100,000+ user desktops? The free download is written about in articles on massively popular news sites like Wired. It’s offered on sites like C/NET and ZDNet where millions go each day specifically to download.
Blurbs about it are found on trade and affinity portals also very popular within their own verticals. It’s talked about and shared by downloaders themselves on innumerable forums within popular portals as well. Conclusion Viral marketing has become the norm of marketing and like all popular things do, it suffers the risk of monotony. It is important that ways are devised to make it interesting. A study conducted by Dynamics Laboratory at HP labs for example on collective attention showed how novelty and popularity determines the growth and eventual saturation of viral transmission.
They found that when novelty fades, the speed of propagation of a story decreases. Even popularity cannot keep on growing without novelty. The study for example allows marketers to calculate at what rate new items should be added on a website to maximize its viral effects and to prioritize them so as to balance between novelty and popularity. It is important to determine carefully for how long an advert should be displayed before it starts to bore; the study says one hour maximum.
I believe the viral marketing strategies will keep on changing with time. New methods will be devised to make it more attractive, but its future is bright as a tool for marketing.
1) C. Siegel (2006) Internet-Marketing: Foundations and Applications, 2nd Edition, Houghton Mifflin: East Kentucky University, USA. 2) J. Strauss, A. El-Ansary, R. Frost (2005) E-Marketing, 4th Edition, Prentice Hall: New Jersey 3) R. Frost, J. Strauss (2002). Building Effective Web Sites Upper Saddle NJ: Prentice Hall