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Effective insights

It is said people will pass information to at least three other people about things they like and nine other people about things they don’t like. Therefore extra care must be taken to make sure that the product being virally marketed is popular. In order to execute a viral marketing campaign most effectively the following five insights are essential: 1. Offer an incentive. Viral marketing works best when a valuable and tangible incentive is offered, encouraging individuals to forward an email message to their friends

2. Don’t consider the referral an opt-in. When a customer refers a friend, the referral should not be considered an opt-in. Verbiage should be included in the referral email asking if the individual would like to receive future mailings, allowing her to opt in if she wishes. 3. Personalize the referral email. Response rates increase dramatically when users can see that a message is coming from a friend, so it is best to personalize the email message to show that it’s coming from a recognizable source.

The subject line is the key component in a viral marketing email, because it can immediately identify the email as friendly. 4. Track and analyze the results. As with any marketing

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campaign, tracking the results and optimizing performance over time is absolutely necessary. Thankfully, sophisticated email marketers can track insightful and actionable data that can be used to evaluate performance using pass-along, click-through, and conversion rates. These metrics alert a marketer to which offers and customers drive the highest ROI.

5. Continually promote friendly referrals The viral marketing industry is still a new one and however much it recognizes itself with awards or proves its worth with successful campaigns it’s still a side game to banners and buttons, let alone TV and radio. Nonetheless, viral as an industry is growing fast and has gone beyond mere fun. This is manifested not just in the involvement of major brands but in the development of a sensible value chain and a series of measurement tools that make viral more than a trial medium.

One of the questions that is being asked in these days of Google Video and You Tube is whether, with the rise of effective online video, TV is dead or in its death throes? TV never killed radio and radio never killed print advertising so there is no reason why the Internet and its variations, however revolutionary they’re supposed to be, will kill off all that goes before it. What we do see, however, is that the Internet, and viral advertising in particular, has changed the way that brands see TV. Viral extends the TV reach to its audience. Is viral better than hotmail?

The viral marketing has always been hot, but now its expansion is being undertaken by a raft of e-marketing sites with honesty and execution. Hotmail comes on its own and can sometimes be detested by the user as interrupting message. Viral on the other hand is voluntarily opened by the user at the convenient time. It’s easy to see why businesses would want to embrace viral marketing. Not only does it promote higher growth rates, but it also reduces the marketing budget to approximately zero. It works best when the user is in control and actually endorses the viral message, rather than merely acting as a carrier.

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